AUCKLAND – Local lads, Svelte, are hoping a new bass-drum logo will change everything, but can a new logo really take a band to the top? We talk to brand-solutions guru, Miles Niles about turning your band into a brand. Miles Niles is a vision guidance leader for dynamic brand-solutions agency Puff.  “When one of our marketing gurus or design experts has an idea, the rest of us look at him or her with serious expressions and write stuff down.” says Miles Niles.
Miles Niles has recently turned his attention to Music and more specifically, our lovable local lads, Svelte. “These guys don’t really fit into any kind of Global Awareness Paradigms or Market Consciousness Philosophies. They’ve lost there way a bit.” he says.
Despite the depressing brand issues, the band hope to ‘dig deep’ and launch a new bass drum-logo to coincide with their debut single. “Yeah, every time I catch a glimpse of our current logo on stage, I just don’t feel right… I start worrying about our internal brand culture, are we even happy?” says Svelte’s lead singer Tim Stewart.
“But we’re not only changing our logo, we’re creating a vision statement and a single minded proposition - we’re really fired up!” says drummer Jamie Woolright.
Meanwhile, ‘The Big Four’ record companies have reacted favourably to Svelte’s draft vision statement and strategic framework:
‘Svelte: In our chosen markets, we are the leader in client satisfaction, professionalism, superior quality and innovation that adds value to our working partnerships with our clients - consistently exceeding expectations with a superior understanding of client needs and the environment in which our clients operate.’ Source=Etlevs