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[UPDATED] DM's Guild No Longer Allows Creator Logos On Product Covers
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<blockquote data-quote="Steve Conan Trustrum" data-source="post: 7733610" data-attributes="member: 1620"><p>Not just in a store.</p><p></p><p>And a logo is key to advertising and communicating quality, as well as for recognition.</p><p></p><p>Here's the thing about a logo: it travels with the visuals. So, when someone likes a product on OBS, and they share it socially, that brand travels to whatever social media platform it goes to. No matter what someone writes in their social media post, that brand is right there, in the image. It goes wherever the post goes. It's enhancing brand awareness.</p><p></p><p>Every single product becomes an ambassador</p><p></p><p>Do you know what happens if there's no logo?</p><p></p><p>The product cover goes wherever the social media post goes. The only thing being developed is awareness of that specific product.</p><p></p><p>Sure, there are other factors.</p><p></p><p>But also keep in mind you're talking about all those other factors IN ADDITION to the logo being present. Cover art is extremely important for an impulse buy, for example, far more so than a logo. But for companies seeking out a particular brand?</p><p></p><p>They also aren't measuring how that branded logo factored into getting people there in the first place.</p><p></p><p>Also, considering how complex branding is, especially RE-branding, I'll just go out on a limb here and also add that it's likely that they weren't tracking metrics in properly controlled circumstances (e.g., split testing) and analysing their metrics appropriately. Simply because that's the sort of stuff that people who do it for a living struggle with, let alone game publishers who tend not to have business training, let alone marketing training. Because eye tracking studies have PROVEN that logo location on a product or ad affects attention.</p><p></p><p>Because a customer is a customer is a customer, regardless of where you are buying. Other elements can mitigate outcomes, but they won't change how a lifetime of consumerism has trained a customer's brain to perceive and judge product.</p><p></p><p>Because are you going to tell me that seeing this:</p><p></p><p>"PEPSI"</p><p></p><p>on the side of a product has the same selling power as this:</p><p></p><p>[ATTACH]93576[/ATTACH]</p><p></p><p>Yes, your brain does see them. It takes them in and absorbs what they mean to you based on previous purchasing experiences even though you don't realize it. Even if the logo is only able to HINT at a shape you'd recognize, your brain will create a subconscious connection. This is a long proven fact that has been explored many, many times, including eye tracking studies.</p><p></p><p>Your conscious mind doesn't recognize the individual frames inserted as subliminal messages into a film, for example, but your brain can still be influenced by them because it still perceives them and creates memory and meaning associations.</p><p></p><p>There are entire aspects of advertising and branding that revolve around your brain functioning like this. A simple change of colour to a seemingly inconsequential part of a product can dramatically shift sales.</p><p></p><p>Any time someone says that they don't notice branding or that branding is unimportant, I like to bring up this story:</p><p></p><p>I used to work in market research. I was present for a LOT of product testing, got to meet a lot of marketing people, etc. and find out how products were made. One of the clients at the last firm I worked for was Kraft. Kraft owns a lot of stuff. A woman I was dating at the time was a stickler for brands. She would always say that she wouldn't buy "no name" stuff because it was clearly inferior. I told her that the vast majority of "no name" brands are actually manufactured by big brands and sold to smaller companies on a manufacturing capacity rather than a brand licensing capacity. She didn't believe me. One day I was making a no name, ready-to-eat product and she refused to eat it. Her favourite was made by Kraft and she said the no name version was cardboard. Funny thing was, I got the product for free at a focus group where people were being asked to taste test the same two products -- not realizing, as my gf of the time didn't -- that it was the exact same product, except one was manufactured under license by Kraft, sans brand, for another company. EXACTLY the same. Yet my gf, and most of the focus group participants, swore they tasted different and that the Kraft was better.</p><p></p><p>THAT is the power of branding on the brain. That is why even a subtle implication of a brand that your subconscious recognizes has value to sales.</p><p></p><p>Eye tracking studies show otherwise. Even at small sizes, heat maps show the eye is drawn to logos early on and is often returned to as an exit point because your brain wants to double check its perception even though you're not aware of it happening. This has led to advertising becoming incredibly technical and scientific in the use of shapes, colours, etc. and the psychological affects they have on your unaware perceptions.</p></blockquote><p></p>
[QUOTE="Steve Conan Trustrum, post: 7733610, member: 1620"] Not just in a store. And a logo is key to advertising and communicating quality, as well as for recognition. Here's the thing about a logo: it travels with the visuals. So, when someone likes a product on OBS, and they share it socially, that brand travels to whatever social media platform it goes to. No matter what someone writes in their social media post, that brand is right there, in the image. It goes wherever the post goes. It's enhancing brand awareness. Every single product becomes an ambassador Do you know what happens if there's no logo? The product cover goes wherever the social media post goes. The only thing being developed is awareness of that specific product. Sure, there are other factors. But also keep in mind you're talking about all those other factors IN ADDITION to the logo being present. Cover art is extremely important for an impulse buy, for example, far more so than a logo. But for companies seeking out a particular brand? They also aren't measuring how that branded logo factored into getting people there in the first place. Also, considering how complex branding is, especially RE-branding, I'll just go out on a limb here and also add that it's likely that they weren't tracking metrics in properly controlled circumstances (e.g., split testing) and analysing their metrics appropriately. Simply because that's the sort of stuff that people who do it for a living struggle with, let alone game publishers who tend not to have business training, let alone marketing training. Because eye tracking studies have PROVEN that logo location on a product or ad affects attention. Because a customer is a customer is a customer, regardless of where you are buying. Other elements can mitigate outcomes, but they won't change how a lifetime of consumerism has trained a customer's brain to perceive and judge product. Because are you going to tell me that seeing this: "PEPSI" on the side of a product has the same selling power as this: [ATTACH=CONFIG]93576[/ATTACH] Yes, your brain does see them. It takes them in and absorbs what they mean to you based on previous purchasing experiences even though you don't realize it. Even if the logo is only able to HINT at a shape you'd recognize, your brain will create a subconscious connection. This is a long proven fact that has been explored many, many times, including eye tracking studies. Your conscious mind doesn't recognize the individual frames inserted as subliminal messages into a film, for example, but your brain can still be influenced by them because it still perceives them and creates memory and meaning associations. There are entire aspects of advertising and branding that revolve around your brain functioning like this. A simple change of colour to a seemingly inconsequential part of a product can dramatically shift sales. Any time someone says that they don't notice branding or that branding is unimportant, I like to bring up this story: I used to work in market research. I was present for a LOT of product testing, got to meet a lot of marketing people, etc. and find out how products were made. One of the clients at the last firm I worked for was Kraft. Kraft owns a lot of stuff. A woman I was dating at the time was a stickler for brands. She would always say that she wouldn't buy "no name" stuff because it was clearly inferior. I told her that the vast majority of "no name" brands are actually manufactured by big brands and sold to smaller companies on a manufacturing capacity rather than a brand licensing capacity. She didn't believe me. One day I was making a no name, ready-to-eat product and she refused to eat it. Her favourite was made by Kraft and she said the no name version was cardboard. Funny thing was, I got the product for free at a focus group where people were being asked to taste test the same two products -- not realizing, as my gf of the time didn't -- that it was the exact same product, except one was manufactured under license by Kraft, sans brand, for another company. EXACTLY the same. Yet my gf, and most of the focus group participants, swore they tasted different and that the Kraft was better. THAT is the power of branding on the brain. That is why even a subtle implication of a brand that your subconscious recognizes has value to sales. Eye tracking studies show otherwise. Even at small sizes, heat maps show the eye is drawn to logos early on and is often returned to as an exit point because your brain wants to double check its perception even though you're not aware of it happening. This has led to advertising becoming incredibly technical and scientific in the use of shapes, colours, etc. and the psychological affects they have on your unaware perceptions. [/QUOTE]
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[UPDATED] DM's Guild No Longer Allows Creator Logos On Product Covers
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