![]() She also owns Women on Business, an award-wining blog for business women. Susan Gunelius is the author of 10 marketing, social media, branding, copywriting, and technology books, and she is President & CEO of KeySplash Creative, Inc., a marketing communications company. You can watch two of the new PayPal commercials debuting in the U.K. It’s not just about branding, it’s education. They don’t really know what you can and can’t do with it. But you’d be surprised how many people who use PayPal don’t understand it. Our fundamental brand promise hasn’t changed, which is to save consumers time, money, and keep them safe. We’re going to be spending a lot more time on marketing, on making sure consumers and merchants understand what we’re doing. And it had to come now because, frankly, we’re going to be spending a lot more money on advertising as a part of that rollout. In an interview, he said,Īs we launch the new products, as we relaunch old products that are sleeker and more mobile focused, we needed to change the brand. Over at Silicon Valley Business Journal, PayPal’s chief product officer, Hill Ferguson said the brand refresh happened now because the company is embarking on a big marketing push. We wanted to refresh our brand identity to make sure it’s effective and gets across our key messages of simplicity, convenience and security, not just for online but increasingly in mobile and physical stores. That changes not only the way people shop and interact with media, but also how they are paying for things. An awful lot has changed in the world, specifically the consumer adoption of mobile, with explosive growth over the last two or three years. ![]() The brand needed to better reflect changes in technology and consumer behavior, including the development of digital wallets and wearable tech. PayPal UK marketing director Alison Sagar told Marketing Magazine, However, the new PayPal logo was also designed with brick-and-mortar applications in mind. The double P is intended to standalone not just in mobile applications but also across new platforms, including wearable tech. The new logo is meant to represent people coming together and will be featured prominently in PayPal’s mobile products. Why the rush? In an interview with ReadWriteWeb, PayPal President David Marcus explained that the rush was necessary as the company prepares to launch a long list of new products to its global audience. Instead, this new logo development process started in December of 2013. PayPal launched a new logo on Wednesday that hit television screens with a new ad campaign on the same day.
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