Pioneering Brand Designs for Google, Amazon, Epic Games, Salesforce — Amrita Mathur // Superside

As AI continues to gain popularity and use, can brands rely on them for the creative side of their rebranding or brand refresh? And if you have to create designs at scale, are you better hiring in-house, using an agency, or a creative-as-a-service? Listen to Amrita Mathur, VP of marketing at Superside, as she discusses the role of AI in total rebranding or a brand refresh and deciding what is suitable for you.
About the speaker

Amrita Mathur

Superside

 - Superside

Amrita Mathur is VP of marketing at Superside

Show Notes

  • 01:44
    What should be the driving force of your rebrand or brand refresh?
    All your decisions really should be about eyeballs and distribution first.
  • 04:49
    Elements to making the call for a rebrand or brand refresh
    Its critical to assess your risk by testing if your proposed brand refresh will be better or at least wouldnt be worse. There has to be a clear reason behind it. What are the specific elements that are going to change? What specific elements will you keep because they worked and people loved them?
  • 09:07
    How do you test your creatives?
    The easiest, fastest way to test is ad creative because you can get 1000 visitors in a few hours, depending on how much you spend. Facebook, Instagram, or Google ads.
  • 11:34
    Platforms for smaller focus group testing
    Wynter. They have kind of honed in on messaging and copy testing, but you can do creative and design tests.
  • 14:07
    What to consider before a brand refresh?
    Many companies have never changed their logo for various reasons, one being this equity thing and nostalgia, resonance, and affinity. So that's a big thing to consider before making any sweeping changes.
  • 15:04
    A total rebrand: when?
    Only go there if there is a need for the company to change up its image in a big way.

Quotes

  • "Think about who will see it, what's the distribution strategy. All your decisions really should be about eyeballs and distribution first. And branding is like a way to get more eyeballs, not necessarily the other way around," - Amrita Mathur

  • "The two things we look at a lot, particularly from a creative standpoint, is, if we change up this creative, can it give us more lift? That could be ad creative, landing page creative, or social media creative. But if we were to do things differently, could this give us more lift? And the way to prove that is to have a solid hypothesis and test." - Amrita Mathur

  • "So in March and April of 2022, we worked on the evolution of this brand. What does that look like? What are the specific elements that are going to change? What specific elements will we keep because they worked and people loved them?" - Amrita Mathur

  • "Typography is hard to test. And some solid research shows what kinds of feelings certain types can help with, like, what is web safe and whatnot." - Amrita Mathur

  • "We wanted to test very specifically our illustration style, or this new imagined illustration style, and our color palette. And that was pretty easy. We created a bunch of mock-ups across several different creatives. The easiest, fastest way to test is ad creative because you can get 1000 visitors in a few hours, depending on how much you spend. And then, you have a landing page with those illustrations, and you watch that conversion closely. That was the easiest way to do it." - Amrita Mathur

  • "If a company has been around for a while, they've done well and have a fan base and a lot of champions and advocates, even if the quote-unquote creative aspect of the brand is outdated. Sometimes there's so much equity that it might be worth keeping around, and If there's a way to gauge the equity piece, that would be great." - Amrita Mathur

  • "Many companies have never changed their logo for various reasons, one being this equity thing and nostalgia, resonance, and affinity. So that's a big thing to consider." - Amrita Mathur

  • "Only go there if there is a need for the company to change up its image in a big way. That means you're entering a new market, which might be a turnaround situation." - Amrita Mathur

  • "If things are generally good, you don't need to rebrand. I've seen even companies that merge, not rebrand, which is interesting. Two companies might merge and adopt the stronger dominant brands brand if you will, or creative, if you will. And that's often a good decision. Why would you give up the equity of all these companies that are merging?" - Amrita Mathur

About the speaker

Amrita Mathur

Superside

 - Superside

Amrita Mathur is VP of marketing at Superside

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