Dog fooding: logo A/B testing

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At Mindspeller we decided to eat our own dogfood and settle an emotional discussion within the management team regarding the selection of a new company logo.

Let’s take a look at the original logo one of the founders had created.

The new logo designer suggested modernizing the logo and came up with the following new logo.

Then the discussions started. “De gustibus non est disputandum” goes the famous Latin saying (“In matters of taste, there can be no disputes”).

But if the management team and founders are divided, how can we make an ‘objective’ decision which way to go forward?

While the Mindspeller AI suite is designed as decision support SaaS for B2C brands, we decided to position both alternatives in our network to see which one is already semantically closest to our intended associations (‘peace of mind’, ‘equity’, ‘conscious’).

It turned out our own Mindspeller Neuropositioning radar chart, quickly settled the emotional debate as the new logo was significantly closer to our intended associations than the old one.

Of course we still have a lot of work cut out for our own marketing as the Association Wheel of the new logo (also indicating the link with the original ‘brain’ themes are still present) is a bit more fragmented in terms of number of different associations than the old one. The fewer and larger the main brand associations, the higher the brand equity.

So if we can settle an emotional debate (going rogue on our founder’s ‘baby’), we’re confident that you can use Mindspeller to get your peace of mind too!
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