92 year old Mr. Harman, of hi-fi equipment Harman/Kardon fame, recently purchased Newsweek for $1. Well and the $50 million in liabilities that come with it. Most of us have heard the story over past weeks. Last weekend, the New York Times released an interview with Mr. Harman that gives an insight on what he is planning to change about Newsweek as the new owner of the money-losing magazine. The first thing on Mr. Harman’s list, quoting the New York Times, is a change in its graphic design:

He thinks the magazine is “dull to behold, dull, dull” and wants its graphic design to be “as meaningful, as imperative, as the written expression.”

To us, this is a very significant statement showcasing the understanding of the importance graphic and brand design has gained with corporate veterans over the past years. It also signals that the marriage of design and content is seen to indeed create a more successful message delivery. While changes in staff and editorial views would be on top of the list for most newly appointed owners at this significant turning point, for Mr. Harman it seems to be the creation of a distinct and harmonious Brand Atmosphere in order to compete and win in an industry that is on the verge of collapse.

A smart move. In this day and age of content source overload, a news publication needs to create a product that differentiates and convinces through its design. We can’t wait to see the changes come around, maybe on Mr. Harman’s 93rd birthday?

Happy birthday dear Brand Atmospheres™ Blog! Exactly one year ago you were born. Since then you received 80 posts and even a Trademark symbol to call your very own. As a gift I will promise you to write posts more regularly to keep you edutained. I will also let you into more strategic thoughts about Geyrhalter Design and our exciting clients, because sharing is caring as they say. I hope you will continue to receive as much traffic as you have in this past year. Stay as you are! Happy Birthday!

Last night was powerful. It was the most magnificent moment of positive change I have felt since I moved to the U.S. 12 years ago. I do not know when the last time was in history, or if ever there was a time in modern history, where so many Americans cried out of joy at the same very moment. Imagining that the reason for this sensation is watching a president, who most Americans have not even heard of a little while ago, being elected, is mind blowing to me. A moment that clearly went beyond two people running for president. A moment that shaped history in so many ways, too many to mention, and not the right outlet to do so.

Quite appropriately though is to state how last night affected agencies around the world, as strategic ad campaigns of all sorts, shapes and forms will have to be compared to this all encompassing and fully integrated brand building spectacle. A campaign that was cleverly crafted and superbly executed. The day the first book going in-depth on this stunning lesson in marketing (and there will be many) will be released, will be the day I will head to the stores. If nothing else to you, this has been the best example of Brand Atmospheres I will be able to give you in a long time, unless our clients amp up the budget a bit more into the Obama campaign direction…then, maybe, Geyrhalter Design too can say ‘Yes, we can.’