Corporate Branding 2.0
June 18th, 2007 § Leave a Comment
Jason Calacanis’ Mahalo is taking quirky, cheerful, do-gooder corporate branding pioneered by Google with their “Don’t be evil” moto and bright logo to the next level. The Mahalo name means “thank you” in Hawaiian. The corporate moto appears to either be “We’re here to help” or “Let’s do some good”. The colors of the whole site are pastel and covered with flowers. Calacanis is from Brooklyn and has been a pioneer of “fat blogging“. He certainly is not Hawaiian. He is, however, a PR wizard. You can be 100% sure that every aspect of the Mahalo corporate branding package has been carefully crafted. As I’ve posted before, I’m not optimistic about Mahalo, but Calacanis is about as good as it gets when in comes to getting press. He did an interview with freaking Al-Jazeera last week. It’ll be tough to tell if Mahalo’s branding plays a role in its success or failure, but it seems a bit forced to me. Surfing does sell though….
