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Brandonomics from Savage - Glenn Taylor

Glenn Taylor

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RE-brand? What were they thinking?! Robin Tooms discusses goals and objectives with Glenn Taylor, chief marketing officer for the Houston Symphony.

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Robin: Hello, and welcome to this edition of Brandonomics, an inside look at top brands and their marketing strategies. I'm Robin Tooms, Vice President of Strategy of Savage Brands and my guest again today is Glenn Taylor, Chief Marketing Officer at the Houston Symphony. Glenn, welcome back to Brandanomics.

Glenn: Thanks, Robin.

Robin: I'm excited you're here. This is the year, of course, of the Houston Symphony rebrand and I want to learn more about what your goals were behind the rebrand, kind of what did you set out to do?

Glenn: Yeah, well ultimately, Robin, it was about relevance and making the symphony even more relevant to more Houstonians. The symphony world, I think, is sort of wrought with some preconceived notions about what the experience is going to be like, so one of the values we really wanted to bring up was approachability and make the brand more warm, relevant, approachable, something people could connect to. So we've actually outlined a four square of values that we wanted to bring out, so relevance, approachability, innovation is a really important one. The organization as a whole has that as one of our lights to continue to move towards.

Robin: How would someone see some of these values incorporated into the new brand itself?

Glenn: Yeah, so actually our previous mark was actually just a stylized text mark. It didn't have - yeah, a personality beyond the letters, so we brought in an identity that had a mark and type that are integrated so that we could have some more flexibility to communicate more. And actually, we did some research prior to the rebranding and found out that, yes, we were communicating classiness and sophistication and that those were actually important things. We didn't want to leave those behind, but what wasn't there was passion, excitement. And so you'll see in the visual representation of our brand in the mark some movement. Yes, there's the classiness and sophistication there but there's passion, there's color, there's movement, there's -

Robin: There's energy

Glenn: - energy, there's something dynamic.

Robin: Okay, well, great. Well, thank you for giving us the inside behind that.

Glenn: Thank you. My pleasure.

Robin: Great. This has been another edition of Brandonomics, an inside look at top brands and their marketing strategies.

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