Respect this, because corporations
take this very, very seriously.2
The second transgression in creating a customer list is building a logo blitzkrieg. This is the
art of aggregating logos from all customers (usually by ripping low-resolution and poorly
cropped versions from their websites) and assembling them into a collage of branding
gumbo. The ???goal??? is to impress prospects with an onslaught of corporate identity, which
is why these Frankenstein logo monsters mostly appear in PowerPoint presentations and
websites. While it??™s an appealing tactic for the complete sales newbie, disgruntled marketing
saboteur, or grade-school level designer, the practice has several severe cons, not the
least of which is the immediate and very real concern of trademark infringement.
Figure 8-4. IST chose to categorize all their customers on one page.
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2. In fact, one software company in the Midwest acquired a certain federal agency as a customer,
and everyone in the company had to sign an NDA forbidding them from talking about the deal.
The CEO threatened immediate dismissal for anyone caught uttering the name to the public??”
even family or existing customers.
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