Posts Tagged ‘rebranding’


Tuesday, November 13th, 2012

When I attended my first White Bear Lake Downtown Business Association meeting, I jumped at the chance to refresh the image of their current “Girls [sic] Night Out”. I’d received their emails in the past, and—being the branding snob that I am—knew that the emails weren’t doing a good job of appealing to their target audiences or communicating what the event was about. So I—gulp—volunteered to give the program a refresh.

As I wrote about earlier, stereotypes and cliches abound in Girls’ Night Out (note correct use of possessive apostrophe) marketing. As far as I could tell, marketers and their designers everywhere took the theme a little too literally—with all of the flowers, Barbie-like images and pink thrown up everywhere, you’d think they were marketing to 4-12 year olds. I made a conscious effort to class it up and de-pinkify the identity. (more…)