David Korobkin - Branding and Marketing Strategist
David Korobkin - Branding and Marketing Strategist
david@davidkorobkin.com

David Korobkin - Branding and Marketing Strategist

MY STRATEGIC-BASED PROCESS
DIRECTED THE DESIGN OF
THE LEXUS LOGO

The Toyota Board of Directors originally hired two giant branding firms; each was to design one Lexus logo.

Enjoying a long history of successes with Toyota, my firm K+A Visionary Branding was selected, with our former sister-company Hunter & Associates, a PR firm, to create visual display panels for each of the two proposed logos, to be used in global, major-market focus group testing.

I WAS ARMED WITH ONLY A SLING

The moment I was shown the two proposed logos, I ironically drew upon my mentoring from the Marketing Executives at Toyota, USA. I then counted to ten and took a deep breath.

I told the Lexus team that neither logo conveyed the Lexus brand essence; sophistication, luxury, aerodynamics and advanced technology.

I FOUND A STONE FOR MY SLING AND
NAMED IT DOUBT

I then authored a quick, informal Strategy Document & Creative Brief using the process I developed; in great part based upon the strategic thought process taught to me by my mentors at Toyota, USA.

My Strategy Document verified that both proposed logos posed a significant threat to maintaining the Lexus brand essence.

THE BLOW TO THE HEAD

Finally, Toyota allowed me to create a third logo if I agreed to shut up and leave them alone.

In the nine-month global major-market focus group testing, my logo scored 81%.

GOLIATH FELL...HARD


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