Think beyond logo and think about how you can appeal to the five senses. What colors, shapes, symbols, textures, sounds, vocabulary, smells, flavors, and styles are associated with your brand?
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Think beyond logo and think about how you can appeal to the five senses. What colors, shapes, symbols, textures, sounds, vocabulary, smells, flavors, and styles are associated with your brand? You can find dozens of academic definitions of what constitutes a brand. In today’s competitive world, you have to cut past the academic and get practical. So what is a brand? The answer is really quite simple. Political pundits are tossing around opinions about Obama’s brand and McCain’s brand, but what do people like Morton Kondracke know about branding? We went to the proverbial Madison Avenue to talk to real brand experts. Part One:Comparing the Strategies of Obama and McCain ; Part Two: Designing the Candidate Brands An effective logo must symbolize your reputation and your promise. It must mean something and communicate something. It must stand out. If your logo looks too much like others or is simply unmemorable, it fails as a symbol of your reputation. recisely because logos must be symbolic and distinctive, HP’s Logoworks is a bad idea. It’s quite possible that the HP service can provide mediocre to adequate design. What’s lacking is the in-depth strategic insight that must be intrinsic in every great symbol. By 2007, the second generation of the founders’ family had taken over. They wanted to grow more aggressively. They needed an identity that could effectively carry the company reputation to new audiences in new markets. Merriam Associates helped with the rebranding. |
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