7 Keys to Marketing Genius: What is UMG?
The following is an excerpt from The 7 Keys to Marketing Genius by Michael Daehn
I was trying to explain the acronym concept to a friend who was starting a new graphic design company. He created a great logo with the letters UMG. Do you know what UMG stands for? Neither does anyone else. He explained to me how many big companies are known by their initials and use them as a logo. I explained that those companies had spent millions of dollars to get into the minds of their customers before being known by initials. This gentleman is a graphic artist so I also explained that I would expect an artist to be able to create a logo that represented his company better than these three letters. He told me the way he designed the three letters was unique and would be enough to garner attention from his target audience. However since advertising is aimed at creating image and awareness for new customers, by definition, people targeted would not be familiar with the company nor the acronym. If UMG is one day a household name for graphic arts, I will eat my words (but he still will have spent unnecessary millions before people could identify the company).