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As the 30th season of Major League Soccer (MLS) kicked off last month, the league unveiled an interesting new design addition: Each of its 30 teams sported a custom Apple TV logo on the left sleeve of its uniform featuring the colors and graphic elements of the teams identity incorporated within the familiar Apple icon. For example, the Chicago Fire version includes the six-pointed star from the citys flag and the teams crest, while Atlanta Uniteds is filled with the characteristic five red and black stripes that adorn the clubs shirt. This effort, part of MLSs 10-year deal with Apple to stream the leagues matches, represents an innovative step forward in its approach to co-branding. Branding has come a long way from the days of the corporate identity manual strictly dictating how a logo could be used. Although todays brand guidelines, such as the set released earlier this year by Cash App, often still admonish Do not alter the logo and Do not use with unapproved colors, there are now caveats: As the Cash App document puts it, All of the above rules can be disregarded when creating illustrative treatments of the logo for marketing/promotional purposes. In this context, we encourage experimentation and favor expression over restraint. [Images: Apple] So its not surprising that Apple might allow for so many new variations of its logo. But unlike the flexible logo approach pioneered by MTV, or even the identity systems used by MLS and Major League Baseball, in which each team gets a version of the league logo in its own colors (the MLS version sits right above the Apple TV logo on the left sleeve), these latest co-branded little apples are notable in that they represent the outcome of a sort of logo alchemy in which the design components of altogether separate organizations have been recombined into new forms, in a novel way of visually denoting partnerships between brands. They are like the fanciful and unofficial logo mash-ups that one can find online suddenly made real. Over history, various sorts of graphically symbolic expressions of partnership or collaboration between different entities have been employed. A friendship between two nations, for example, might simply be represented by a depiction of their two flags crossed at the staffs. In European heraldry, alliances between families through marriage could be expressed by quartering a heraldic shielddividing it into four parts, with the symbols of each family occupying two parts apiece. This explains why the state flag of Maryland is such a glorious mess; it is the banner of arms of Lord Baltimore, with the colors of the Calvert family in the first and fourth quarters, and those of the Crossland family in the second and third. Recent years have seen the emergence of collaborations between brands that are frequently expressed by placing an x between the two brand names or logos, as in Nike x Supreme, with the x often standing for the word by. The x not only recalls the alliance implied by crossed flagstaffs, but it levels up from mere addition to the more synergistically powerful mathematical operation of multiplication. Other contemporary brand collabs, though, employ division, displaying the logos of the partners separated by a thin vertical line (as Apple Watch did with Nike). Sometimes, though, certain brands and logos are not suited well to sitting next to each other. For instance, when the University of Utah, whose school color is red, named Pepsi its official beverage provider in 2017, it came with the stipulation that Pepsi downplay its signature blue color, which is similar to that of Utahs rival, Brigham Young University. Its this sort of graphic discrepancy that undermines to some degree Apples audacious co-branding with MLS. The relatively small size of the teams Apple TV logos and the resulting limitations on the graphic imagery that can be used with themas well as the fact that they are often the same color as the shirt on which they appearcan make them difficult to see. But, perhaps as with the Maryland flag, the point is ultimately not aesthetic but relational. By creating these 30 junior versions of its logo, Apple is signaling camaraderie with MLS fans in hopes of engendering their goodwill.
Category:
E-Commerce
Building a high-growth business is all about timing and making the right moves at the right moments. Whether it’s knowing when to expand into new retail spaces or recognizing a buzzy product that can skyrocket your brand, the journey is full of strategic decisions and challenges. As founders scale their businesses, they must navigate everything from cash flow management to mastering social media. Each of these elements plays a crucial role in determining how a business can not only grow but thrive in a competitive market. This past weekend at the Fast Company Grill at SXSW, Danielle Guizio, owner and designer of Guizio; Kat Hantas, cofounder of tequila brand 21Seeds; and Stacey Tank, CEO of Bespoke Beauty Brands (owner of KimChi Chic Beauty and Jason Wu Beauty) shared their secrets behind their fast-growing companies. Leverage social media smartly Guizio emphasized the transformative power of social media. I look at social media as if it’s our new age billboard and our resume,” she said. “So anything you’re putting on social media, it’s who you want to present to the viewers and to the consumers and also in a business sense as well. Hantas agreed, highlighting how 21Seeds strategically used Pinterest to connect with their target consumer. We wanted to find [the consumer] where she was to discover us and then make sure that we were available in distribution in retail, Hantas said. We also had the benefit of other women. The beauty of women is when they find something they like, they want to tell people about it. Jessica Alba found the brand; Katie Couric found the brandand then they started posting about us on social media. Tank further supported this idea, pointing to the growing influence of social commerce platforms. My confidence to transact as a consumer is so much higher because I can also be entertained by that content,” Tank said. “TikTok Shop went from nothing [when it launched in September 2023] to tens of billions of dollars in 18 to 24 months. It’s bigger than Nordstrom. It’s bigger than Ikea. It’s bigger than Kohl’s in the U.S. And I think there’s no turning back now. Think about Cash Management and Customer Satisfaction Tank stressed the critical role of cash flow management in growing a business. I say cash is queen,” she said. “We all want to retain equity and not take on debt. So you have to know how much cash you have. Beyond financials, Tank explained the need for businesses to stay customer-focused.You have to keep your customer right at the center and make things they’re going to love,” she said. “There’s a creative tension with startups where they say you have to put things out into the world before they’re ready. And I hear that, but whatever you put in the market, it has to delight your consumers if they’re willing to spend their hard earned money and try your product.” Take your time to grow fast Guizio provided insight into managing production and understanding factory capabilities. For example, the factory she uses to make her corsets isn’t the same as the one that makes her spandex stretch skirts. It may take more of an effort in managing production, but to Guizio it’s all about making that investment for long-term growth. What’s also key is taking the time to understand your consumer. “I put in the work this past year traveling to China to Japan to Alabama to Dallas, really understanding [my customer] from top to bottom, understanding her essence, her aura,” Guizio said. “We’re living in a generation where, especially on Instagram, we’re seeing brands come to life and succeed extremely fast, even within two years,” added Guizio who started her company 10 years ago. “But I took my time and I did everything very strategically. I do feel like there is an aspect, an element of just taking your time and understanding your business and really understanding your consumer.” Be your own PR Hantas shared her advice on the importance of being your own brand advocate. As founders of small companies that are scaling quickly, you have got to connect all the dots,” Hantas said. “You get a placement in a magazine or anything, you got to send it around everywhere. Send it to your buyers, your prospective buyers, your retail partners. You got to send it to potential investors, actual investors. You have to be your own PR agent and connect all those dots. It’s fake it till you make it, make everything seem bigger than it is.
Category:
E-Commerce
On the morning of January 14, 2025, just hours before my stress test during an annual physical, I received devastating news from a colleague at a global financial institution. A 45-year-old Black man, a highly respected managing director at our firm, had unexpectedly died from a heart ailment. While texts of grief poured in from mourning colleagues throughout the day, I was struck by a sobering realization. I had become disturbingly accustomed to hearing such tragic news about successful Black men in professional circles. Just a few months earlier, another industry peerthe first Black chief information officer of a major U.S. banksuffered a debilitating stroke that left him paralyzed on the left side of his body. Thankfully, his wife was nearby and rushed him to the hospital in time to save his life. He was only 48 at the time of the stroke. In late February, another good friend of minea fit, strapping young Black man in his late 30s who works as a creative for an NBA teamsuffered a stroke. He’s had to endure multiple surgeries since then to stop bleeding in his brain. A similar tragedy struck my family 23 years ago when my uncle, Juan Simpson died suddenly of a heart attack during the Christmas holidays. He was 48 years old and had been a senior executive at Ethicon Endo-Surgery Inc., Johnson & Johnsons surgical device division. At the time of his death, my uncle was flying high in lonely, rarified, high-pressure air. Back then, white men held 95% of all executive-level positions in corporate America. Each of these men is a shining example of what people of color can achieve in the corporate world through education, hard work, connections, and a bit of luck. Yet their tragic experiences raise some pressing questions for Black corporate men and their families. Is climbing the corporate ladder riskier for Black men? And what steps must Black men take to safeguard their physical and mental health while working in high-pressure environments? Black mens experience in corporate America Today, Black men have the second-lowest life expectancy of all racial groups in the United States, with only Native American/Alaska Native men living shorter lives, according to research by KFF. And while studies show that education and higher socioeconomic status improve health outcomes for other groups, (including Black women) the opposite is true for Black men. In fact, the more successful Black men become, the greater the likelihood theyll experience anxiety and depression. Both of these often serve as triggers for negative health outcomes. I can personally attest to this after suffering from both anxiety and gastroesophageal reflux disease (GERD) due to the stresses of trying to succeed in my first job as a stock market reporter for Thomson Reuters. Corporate America offers many advantagessix-figure salaries, generous health benefits, and a means to a comfortable retirement. If youre fortunate, you can do intellectually satisfying work while forging deep friendships along the way. But in exchange for these benefits, there are potentially deadly stressors that may affect Black mens bodies differently than their non-Black peers. Everyone who works in corporate America is faced with the challenge of managing stress in a sustainable way. Its part of the game. But for Black people, especially Black men, it can be a matter of life and death. How Black men can safeguard their health while working in the corporate world 1. Find the right doctor An alarming 2011 study by the University of Michigan found that a majority of Black men dont go to the doctor. The reasons why so Black men avoid the doctor, the research notes, is that we often find doctors visits stressful. Theres also a widespread belief that doctors dont provide adequate information on how to make the right lifestyle changes to improve our health. We also put off routine doctors visits due to distrust of the American healthcare system. This is due to well-documented historical reasons. It’s also because many Black people in this country report enduring at least one negative experience with doctors, like having to speak up to get proper care. Many also find that their medical provider doesnt take their pain seriously. But its imperative that Black professional men do their homework to find a doctor theyre comfortable with. Blackdoctor.org, Blackdoctorsusa.com, and Findablackdoctor.com are all helpful resources. 2. Therapy is a big help For those of us whove managed to get our foot in the door and establish careers in corporate America, the people in our lives may see us as Superman. But while Superman can rejuvenate himself in his fortress of solitude, we can’t always solve our emotional challenges by ourselves. We can benefit from seeking psychological counseling, which can prevent the developmentor worseningof mental health issues. 3. Prioritize time with friends My closest friends were the center of my world throughout my 20s. Little did I know back then how hard it would be to sustain all those relationships as the demands of corporate and family life came calling. Were in the midst of a loneliness epidemic in our country. A former U.S. Surgeon General has said that loneliness is as damaging to our health as smoking. Men are especially vulnerable to the dangers of loneliness. This is because many of us struggle to express our feelings or forge genuine connections with others. But its important to remember that were social creatures. True friends are a key component to living a healthy, well-rounded life. To maintain my relationships, Ive begun to prioritize them just as I do other important aspects of life. My hangouts, which used to happen spontaneously, are now planned, and logged onto my Outlook and shared family calendar. The demands of climbing the corporate ladder as a Black man in America can be overwhelming, but it doesnt have to come at the expense of our health and well-being. By acknowledging the unique pressures we face and taking proactive steps to prioritize our mental and physical health, we can create a sustainable and fulfilling career. Seeking the right healthcare provider, embracing therapy, and nurturng friendships are just a few ways we can start building resilience against the stress that often accompanies success in corporate America. At the end of the day, our livesboth professionally and personallyare far more valuable than any career milestone. Its time for Black men to take control of our health, foster a supportive community, and redefine what success truly means.
Category:
E-Commerce
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