Why Windows got it right with their new identity

Most of us have seen it now. Last week, Microsoft officially revealed the new Windows brand with its Windows 8 logo.  Blog surfing for responses from people around the web, I’ve generally agreed with the consensus. Overall, everyone agrees that it’s a very clean, simple logo design that very effectively reflects what they’re doing in their new Metro Style UI with Windows 8.

Then, I came across this article from The Verge (one my favorite tech blogs), and they suggested that Microsoft “really missed an opportunity” to capitalize on its previous brand – carrying the most recognizable part of it, the waving flag, through in the new logo.  Usually, I’d be the first guy to argue in agreement with that point.  When creating a new brand, one of the first questions I typically ask is,  ”How recognizable and established is the comapany and their current brand?” And if the answer is “very recognizable and/or established,” I work pretty hard to creatively evolve their current brand into something new and fresh without losing the core of the old identity.

This time, I beg to differ.  In fact, I’d say Windows needed to dump the waving flag like a bad habit.

When NOT to delete a customer’s Facebook post

For several months, I had been looking forward to a trip to my favorite place in the world: Colorado. Accommodations booked and recreation planned, all I had left to do was drop off my dog at the boarder’s the evening before my 6:30 A.M. flight.

On the drive to my dog’s “hotel,” I chatted with a ride-along friend about why I enjoy this particular dog-sitter. They let the dogs run free all day, a far leap from the jittery cabin fever he experiences when emerging from other boarders. Plus, the doggie hotel is extremely connected with social media. I can make reservations on their Facebook page and often interact with the staff while I am away to check on my furry friend. They made such an impression on me, I had voted for them in our city newspaper’s “Best of…” small business contest.

My dog at the Prizm office

We arrived, and my dog ran to the door, excited to be at his weekend play place.

Unfortunately, we arrived to a “Closed” sign. Lights out. Dogs in pens. No creature with a key or opposable thumbs in sight.

Why should your brand matter in video?

The American Marketing Association defines a brand as a:

“Name, term, design, symbol, or any other feature that identifies one seller’s good or services as distinct from those of other sellers.”

Your brand, in its definition, describes your company’s reputation. In fact, your brand can be known for excellence or for less than desirable by the tribes that follow your company.

Brand = Customer satisfaction. Brand = Value. Brand = Your next customer.

Take video, for instance. Video’s presence online has increased 400 percent since the turn of the century. So many people want to jump on the bandwagon of putting a video online that they forget they are affecting their brand’s reputation depending on what they post.  

Let it be known that video done professionally can elevate your brand. Professional video companies are trained to be aware of the brand guide or brand standards of their clients. This way, the effect a video can have on a brand is always positive.

“But, I’m a small company,” you say. All the more reason you should pay attention to your brand; otherwise, that’s what you will always be: a small company. If that’s your desire and growth is not a factor, this blog is not meant for you.

Many times we’ll visit with clients who don’t need a complete brand makeover but a “freshening” or “elevation” from their existing, tired brand. Because a brand’s foundation is so important, we ask our clients from the start of their projects with us (whether its video or web) if they would like to visit their brand with a new perspective. We have enjoyed elevating and freshening brands such as Essential Knowledge, Renzenberger, Indiana State University Foundation, and many more.  

One last item I should mention: Think about the videos you are watching. If they are poorly done, does that increase or decrease the brand of the company presenting it, from your perspective?

Quality Video equals Brand Elevation.

Don’t get caught doing your brand a disservice without the help of a professional video firm. Your customers and clients will notice, and you’ll be grateful for the sterling reputation your brand continues to have.

Google Fiber “status update” for Kansas City

Patrick Pichette, Google's chief financial officer

For the last 10 years, I’ve been personally following the progress of fiber connectivity.  I first started to hear about the “miraculously fast” bandwith of fiber-optic cable in the summer of 2001 – said to offer up to 100 times the fastest DSL/Cable connection available today.  But, to my dismay, the market has seen almost zero progress on this front over that time (except for maybe network infrastructure development to “prepare the way” of an eventual fiber offering.)  I thought by now the internet would be a completely different animal.  A place where websites, movies/TV and games would all be a seamless fully interactive experience.  But, even though the technology is here, it simply hasn’t happened.

Well, in July of last year, Google elected to use Kansas City, MO and Kansas City, KS as testing grounds for building a real-working Fiber connection service!  

Video Editing on the Go: Good or Bad?

The expanding market of consumer and pro-sumer products is making video editing more accessible. Everyone with an iPad, iPhone, DSLR, and laptop can do it. The popularity of viral video and higher quality home video has been pushing this market for a while now.

The smartphone and tablet markets are growing at alarming rates, as are the app markets. There are several video editing apps available today on the market, including iMovie and Avid Studio (released 2/3/12). If you are shooting most of your videos on your phone or tablet, then these apps make it super easy to edit together a good home or viral video.

There are pros and cons to these apps in the video production industry.

Cinemawide coming to shelves near you!

Vizio has released their new Cinemawide 3D TruLED TVs to the public! What this means for consumers: A true cinema experience like the producers & directors wanted you to have.

If you already have a widescreen television and blu-ray player, you may have noticed that while the movies are in widescreen mode, they still have those “black bars.” Most consumers thought that this annoyance would be eliminated by having a widescreen television.

The truth is that most movies are shot in cinemascope, or even wider than widescreen’s 16:9 ratio. They are shot at 21:9 or wider, and then cut down for your television.

Efficiencies at the Max!

Efficiencies are at the core of profitable businesses, so why would video production be any different?

From concept to completion, we strive to cut our workflow time constantly without cutting quality or customer experience. This gives us the chance to dramatically cut costs to our clients while reducing internal losses.

Technology is rapidly changing as everyone knows, but as this change happens, so does our workflow. Since 2007, our workload has more than quadrupled with the popularity of online video. So, we have had a lot more work to do in less time.

As new codecs, software, and computer technology came about, we were able to change the standards in which we work in, saving time and money.

Final Cut Pro X came out last year and we had a decision to make.