ReTag - When Your Logo Has Served Its Purpose

Modern brand advertising depends on repetition.

Since the advent of marketing, advertisers have spent their careers discovering the importance of insinuating their way into the actual lives of consumers, rather than just their wallets. As public attention spans grew shorter and shorter, the advertising world realized that the days of full-page ads extolling the virtues of their product--explaining how it would cure all of their ails, painting a picture of a better life if only you were part of its satisfied consumer base--were over. Repetition--simple, to the point, memorable--was key. Advertising with a sales pitch--with any message at all--began to seem rather desperate when Coca-Cola could just as effectively win the hearts and dollars of a nation with the simple words "Drink Coke." In the end, brand name recognition--without any qualifier--is the end-all, be-all goal of advertising. To be able to conjure a gut reaction to a product simply by hearing its name is the mark of effective saturation of the buying public. When even people who don't use your products can still describe them, sing your advertising jingle, or recognize your pitchman on the street, you know you have a successful ad campaign.

Logos are the most effective method of brand-name recognition.

They dot the landscape on billboards, adorn the clothing of everyone from pre-schoolers to geriatrics, pop-up in the background of every sporting event, TV show and feature film, and can be internalized and spark thoughts about your product in target consumers without them even suspecting it--or realizing it is happening. They are universal in their communication, negating the need for translation: a toddler in San Diego, CA recognizes and associates the taste of sugary brown soda with Coca-Cola's red-and-white circles just as easily as a 100 yr.-old shepherd in Yemen. The question is, with the ubiquity of a certain logo--and all that it conjures up--when does the penetration of new markets end? When does your logo effectively reach universal status, as recognizable as a crucifix, and begin to be redundant?

Recycling logos saves your advertising dollars.

ReTag wants to help. When your logo has reached full market saturation, a team of ReTag representatives will come to your place of business and recycle the logo for you by re-affixing it to your own property. Think of it as a race around the world, which you have won. Your logo has penetrated every consumer base, been blazened across every conceivable surface, and now the only place left for it to go is home. Once your logo has been "retro-actively distributed," you need no longer worry about its being attached to anything else. It is officially universally recognized and you have done your job.

articles on ReTag:
The Daily Texan (April 3, 2002)

The Austin Chronicle (May 30, 2002)

If you would like to be a representative of ReTag in your area, simply download the following flyer image. Then, assemble a team of fellow representatives and seek out companies whose logo has effectively become a part of the international language and therefore no longer needs to be distributed. Using your own methods, prominently re-affix the logo on the stores themselves, and leave a copy of this notice behind so that the marketing team of each corporation can know that their job has been done. The sense of satisfaction they will undoubtedly feel is more than enough reason for you to participate; after all, advertisers have given you so much--isn't it time you gave something back?


[NOTE: The How+Why? is not affiliated in any way with ReTag. Though we may publish their mission statement and documentation, in no way is The How+Why? responsible for any actions taken by ReTag participants or for any criminal litigation taken against them. In many cases, ReTag is considered vandalism, and it being an extreme method of artistic statement, may certainly be taken as such. We may encourage ReTag participants to share their missions with The How+Why?, but in no way does this mean we take responsibility for them. Please keep this in mind.]