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Life is Good is a New England-based apparel and accessories wholesaler, retailer, and lifestyle brand founded in 1994 and best known for its optimistic T-shirts and hats, many of which feature a smiling stick figure named Jake and the registered trademark \"Life is good.\" The Life is good Company spreads the power of optimism and donates 10 percent of its net profits to help kids in need. All videos of the Brand Nieuwe Conference in Amsterdam on June 20 a€“ 21 are now available for purchase as individual files to download as well as the complete set. Brand New, is a division of UnderConsideration, displaying opinions, and focusing solely, on corporate and brand identity work.
UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work.
There is a great article in the November edition of Marketing Magazine called ‘Ten Things Great Brands Do’ by Karl Treacher. They usually invest above-the-market average in market research, understanding as much as they can about the human psyche and how to be as useful and relevant as they can to their audience. I also agree that it’s the truly great brands that continue to keep on top of where their market is going, where the opportunities are and what they can do to re-position themselves. Karl talks about the “experience economy” and that top brands are leading the charge by demonstrating their purpose and value through experiences. The hard part is how to communicate this to your audience within budget while being relevant? Great brands are not different for the sake of being different, everything they do has to have meaning and relate back to their core purpose.
It’s unbelievable that the Adidas idea even got out of the boardroom, how could no one see that it will never be ok to joke or play homage to human slavery?


Great brands invest in ensuring their employees live and breathe the brand and understand it.  It’s not just about the brand being the same and consistently delivered through all available channels, it’s about being consistent through all the employees that help deliver these experiences too “Omni-channel marketing is one thing – great brands aspire to be omni-present”(Treacher, Marketing Magazine, November 2013, p37). It sounds easy to ensure that all the employees live and breathe the brand, but how do you deliver this?
For more tips on protecting your trademark, check out Inc.’s article, How to Protect Your Trademark From Infringement. Recent CommentsShannon on Don’t let these 5 things stop you from starting a businessMargarito on Are you actually a B-Corporation? The company has raised more than $11 million for kids in need to date, principally through Life is good products, events and community fundraising efforts. Don't get me wrong, their mission is wholesome and intentions good, but that whole hippie vibe and annoying stick figure mascot is really questionable. He uses the example of Amazon who started in publishing, then moved their business model towards selling anything that people want to buy online. With the target market primarily basketball players and strong connotations towards slavery this campaign “did nothing to bring ‘meaning’ to the Adidas product or brand experience” (Treacher, Marketing Magazine, November 2013, p.37). Adidas is one brand many marketers look up to, and I can see why many “cool” brands could fall in to this trap of creating different campaigns without being relevant. How can you improve your company’s culture to ensure that all employees deliver the same customer experiences across the company? The experience economy talks about meaningful events, education, and entertainment and about being different from services and from products.


Research suggests that it all starts with recruitment and includes: induction, training, rewards, recognition, interpersonal communication, teamwork and leadership from management who reinforce these behaviours.
It’s something that people will pay for, ‘An experience occurs when a company intentionally uses services as the stage, and goods as props, to engage individual customers in a way that creates a memorable event’ (Pine and Gilmore in Harvard Business Review). If you’ve federally registered your mark with the United States Patent and Trademark Office, protect it with a registration mark, or “®”. Nonetheless, as much as I personally don't care for it, changing the logo from that quirky typography to something much more normal seems like a very risky move since what makes this so recognizable is that goopy type.
Maybe it has to do that it's first wave of buyers has grown up and wants to keep supporting the company but isn't quite interested in sporting the much more child-like graphics.
On the website and social media accounts, the smiling Jake stick figure is almost nowhere to be seen so maybe he's being phased out too. About the logo itself… it's too generic and the black type on the yellow circle is too harsh and they don't feel like they belong together. The wobbly circle is the one remnant of the old look and feel but I doubt that's enough to appeal to loyal fans.



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