I am frequently asked to help an organization or entrepreneur create or update a logo. Some gigs are paid, and many are for a free consultation.
Based on years of experience and repeated patterns, here are some quick thoughts:
1. A logo is important, but it isn't that important: Having a stellar product and world-class service is far more critical. I have worked with numerous executives who fret more over the shades of blue for their logo than how they deliver their service and ensure their products do what they say they will do. Frankly, tweaking colors and designing a logo is more fun and easier than building a global supply chain or executing superior customer service.
2. Think small and impactful: A logo is a tool for quickly providing a recognizable symbol of your organization—it's even more important as consumers are spending more and more time looking at small screens. Logos no longer enjoy the mass of a box or a bag—now, they need to make an impact that works for Instagram and Twitter. Think small and impactful—you are now competing for attention on a crowded smartphone screen.
3. The Eiffel Tower test: Remember, when the tower was unveiled in 1889, nobody liked it, and experts criticized it as a blight on the Paris sky. Now, years later, it is iconic, instantly recognized, and a symbol of a nation. So think long-term and don't listen to experts—your logo isn't for them.
4. Your name and the associated letters are mighty: Beyond a logo or brand stamp is your name. And your name is your name. You own it. Take advantage of it. Embrace it. Repeat it. Use it.
5. Keep it simple: You are not some avant-garde artist. Keep your logo simple and remember what matters = a stellar product and world-class service matter more and deserve more of your attention and energy.
Enjoy the ride + plan accordingly.
-Marc
Key findings from Pew Research Center on "news influencers"
A new study by the Pew Research Center provides actionable insights into the emerging ecosystem of social media news influencers. This unique Pew study offers a deeper understanding of the makeup and audience of the news influencer universe.
The research reveals transformative shifts in news consumption patterns based on an analysis of 500 influencers (selected from 28,000 accounts) and a nationally representative survey.
The Pew study found significant power in news influencers, with 21% of Americans—notably 37% of those under 30—regularly consuming news through these channels.
The research exposes a stark demographic skew, with men comprising nearly two-thirds of news influencers. Most significantly, 75% of these influencers operate independently of traditional media organizations, indicating a fundamental restructuring of news creation and distribution channels.
For this study, Pew defined a news influencer as individuals who regularly post about current events and civic issues on social media and have at least 100,000 followers on Facebook, Instagram, TikTok, X (formerly Twitter), or YouTube.
The Pew Research Center's reputation for methodological rigor and nonpartisan analysis lends particular weight to these findings. As a subsidiary of The Pew Charitable Trusts, the Research Center maintains strict independence and abstains from policy advocacy, ensuring unbiased insights. Their computational social science approach, combining large-scale account analysis with demographic research, provides executives with actionable intelligence on this emerging media and news dissemination phenomenon.
This new study deserves close attention from business leaders as it illuminates profound shifts in information dissemination channels that will impact corporate communications, marketing strategies, and public opinion formation in the years ahead.
Pew's research and analysis are peerless. They cover numerous topics important to the C-suite and are always must-reads.
Here are the top 10 highlights:
1. Scale: About one in five Americans (21%) regularly get news from social media influencers, rising to 37% among adults under 30.
2. Platform Distribution: 85% of news influencers have accounts on X (formerly Twitter), followed by Instagram (50%), YouTube (44%), Facebook (32%), and TikTok (27%).
3. Demographics: 63% of news influencers are men, 30% are women, and there is a notable gender gap across all platforms except TikTok, which maintains near parity.
4. Political Orientation: 27% of influencers explicitly identify as right-leaning versus 21% as left-leaning, with the remainder expressing other views (3%) or no clear orientation (48%).
5. Industry Background: 77% of news influencers have no traditional media background, representing a significant shift toward independent content creation.
6. Monetization: 59% of news influencers monetize their presence through subscriptions (49%), donations (29%), or merchandise sales (21%).
7. Content Focus: 55% of news-related posts focus on politics and government, followed by social issues (18%) and international affairs (14%).
8. Cross-Platform Presence: Two-thirds of influencers maintain presence on multiple platforms, with 27% active on five or more platforms.
9. Alternative Distribution: 34% host podcasts, and 22% maintain newsletters, indicating diversification beyond social platforms.
10. Audience Trust: 65% of Americans who follow news influencers say they help them better understand current events, with 70% finding their content different from traditional news sources.
You can access the complete study here.
Pro-tip: Make sure you have a professional with expertise in geopolitical communications on your team. Such a pro will help you navigate the challenges of geopolitics on your business objectives and help you confidently speak about this environment.
Caracal is here to help.
Enjoy the ride + plan accordingly.
-Marc
EU's AI Act: Balancing innovation + rights
The European Union's landmark AI Act has officially come into force, marking a significant step in balancing innovation with protecting European citizens' rights.
This pioneering legislation, the first globally, sets out comprehensive rules for AI systems, particularly powerful ones like OpenAI's ChatGPT.
The AI Act aims to govern how companies develop, use, and apply AI. The urgency for these regulations grew with the rapid rise of generative AI technologies, such as ChatGPT, Dall-E, and Midjourney, which can produce human-like text and images from simple prompts.
The EU AI Act aims to provide clear guidelines for businesses and innovators while ensuring robust safeguards for individuals.
Key provisions include strict bans on AI for predictive policing and systems that use biometric data to infer personal attributes like race or religion.
The law adopts a risk-based approach, imposing stricter obligations on high-risk systems to protect health and rights.
Companies must comply with these rules by 2026, and specific regulations for AI models like ChatGPT will take effect within 12 months.
As reported by CNBC: "The AI Act has implications that go far beyond the EU. It applies to any organization with any operation or impact in the EU, which means the AI Act will likely apply to you no matter where you're located," Charlie Thompson, senior vice president of EMEA and LATAM for enterprise software firm Appian.
Bottom line...
Companies must proactively inform all stakeholders (employees, customers, partners, and investors) about the EU AI Act and its implications. Specifically, companies should address potential concerns about how the regulations might affect product or service delivery, innovation, or data use.
For American-based multinational companies, you must explain to relevant stakeholders how this EU regulation fits into your global AI strategy and ethics framework.
Creating an editorial calendar that provides ongoing communications about your company's progress in adapting to the new regulatory environment is an essential first step.
Caracal is here to help.
Enjoy the ride + plan accordingly.
-Marc
Read: World's first major AI law enters into force — here's what it means for US tech giants CNBC
