David GlazeCreative Director & Brand Strategist

Early digital pioneer, founding creative director at Genex (now Meredith Xcelerated). Passionate brand cheerleader, business problem solver, and dedicated devil's advocate when it comes to the latest shiny digital trends.

Recent Answers

Interesting. First, I would honestly ask yourself if the team is having a hard time understanding your product because they are not in your business, or is it because you are having a hard time explaining it clearly. Granted, it may be both, but a hard look at how you express the features and benefits of your product will likely benefit both parties in the long run.

To be more specific, it's critical that you clearly define the audience for this video. In my experience marketing enterprise level products, companies often make the mistake of trying to speak to the needs of all potential audiences at once. This creates a confusing mishmash of messages. For instance, is the video focused on c-suite executives? If so, then how technical does the video really need to be? That audience is far more likely to be concerned with broad business benefits: cost to implement, return on investment, operational benefits, etc. On the other hand, if the video is for mid-level IT managers, you would likely focus on ease of legacy integration, customization, ongoing maintenance and support. If you feel you need to speak to multiple audiences, then I'd highly recommend creating multiple short videos, each focused on the needs of a specific group. This will give your sales team much more flexibility in approaching potential clients, while avoiding the trap of boring EVERY audience with information they don't need.

As with so many things involved in creating a memorable brand, the answer is "it depends". In this case, it really comes down to establishing whether or not there is a fundamental element of your brand position that requires or suggests multiple color schemes. Otilia's example , FedEx, is a good one. The core logo was reimagined in different colors to support the company's diversification of services. In other words, it became a cohesive system, with clear rules for when to use each version. This was, of course, relatively easy for FedEx to pull off, as their visual identity was well established. I've seen this done well, many times for other companies, often represent different divisions, or even different customer experiences.

Your example, on the other hand seems to suggest that you want to introduce variation primarily for aesthetic reasons. Unless your logo is very well known, I'd think twice...it will, as others have said, hurt the recognition and recall of your mark. Good luck!

I assume you're looking for a tool that can share what's shown on the presenter's screen with other users in real time. There are a number of good web-based tools for this, like WebEx, GoToMeeting or JoinMe. They have free and "pro" versions, the latter of which are fairly robust (I personally happen to prefer JoinMe).

There are also much more sophisticated, video-conferencing based solutions with all manner of presentation sharing capability. Polycom (the maker of the "star" conference phones) has one of the more sexy solutions, which they purchased from HP a couple of years ago. Hope that helps!

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