H&R Block, a leading tax-preparation company, is becoming known for regularly changing its advertising slogans. Once again, H&R has caught public attention with a new campaign called “Get it right.” This latest approach focuses on consumer needs and pays attention to detailed aspects of individual income tax. Questions like “Is a haircut a job-hunting expense?” and “Last summer, my kid made four figures. Does he have to file a tax return?” are asked in the commercial.

Developing the reputation for a brand name is a pain-staking process. Much investment must be made to market the brand and not only to make it recognizable among large number of potential consumers, but also leave the common people with a sense of good will and trust when they see the brand name. But what if the company has no financial resources or the time to go through the process? Why risk having the heavily invested brand falter in the ruthless market?

New Year, new life...this must have been the motto of Alcatel Shanghai Bell for 2009. In fact the Alcatel & Lucent merged company has launched its new brand name and logo starting from January 8th 2009: from Alcatel Shanghai Bell to Alcatel Lucent.

Name and logo go back to the companies’ history – by combining two solid equities and evolving them in a rejuvenated brand for the telecom industry in China – but also communicate strongly on the Chinese identity.

China Mobile starts to use the brand new logo of its “3G” business. The new slogan “G3, leading the new life of 3G times” is also substituted for the previous one “TD’s development, I support” 

The new logo removes the term “TD-SCDMA” to reduce the technical talking that so often sound obscure and unfriendly to consumers. It tries instead to use a direct way to represent verbally and visually the top-notch but complicated technology.