Fill/Stroke.com
Incspring needed a rebranding?
If you’re a long time reader you know of my disdain for the self-misrepresenting Incspring which claims to be a “branding” website, but is in fact nothing more than a logo site that’s taken advantage of consumers and reduced the credibility & understanding of what “branding” really is.
In fact, Incspring is so oblivious to its own misunderstanding of the idea of “branding” that it changed its logo within the first month of being open and now has changed its name completely to Brandstack. Claiming to soon be adding new features and still lying with the tagline of “Worlds Biggest Brand Marketplace”, they praise themselves in a recent blog post for adjusting a common looking logo from their site and throwing on the new name.
The new logo isn’t anything special and in fact reminds me of this ending from a lot of 80s TV shows where the guy throws paper from his typewriter. Not to mention it looks like about 10 other logos on the site.
Now, I think this goes without saying, but 3 redesigns in a year, including a complete name change, sounds like something that could have been avoided had they gone through the complete branding process, where they evaluate their targets, their goals, what they want the company to become (instead of just what it is) and all the tiny nuanced details that go into branding that IncStack has demeaned into nothing more than a logo, a website and some letterheads.
I cannot say it enough: This site is garbage.
Posted by md in branding, interwebs, opinion, rant, ridiculous on 15 June 2009.
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