Do a little thought experiment with me, will you? I have a collection of numbers in my head, I will give you some of them and your task is to guess the rule for adding numbers to the collection. You can ask questions about other numbers you think of and I will tell you if the number is within the collection or not. Ready?
The second article in the series on brand skeleton. The first one is here. The brand should have its motto but it’s not what you think. A motto is not a slogan, nor is it a “vision” or “mission” although the former are often confused with one another. Why is it so? And what is the motto’s purpose?
The fact that you have a great product does not mean you have good brand as well. Strong brand requires maintenance and summer is a great time for making sure everything is in place there. Especially when you provide B2B (business to business) services: many matters regarding your customers is postponed till “after the summer”.
In about 20 years from now I will show the phone I use today to my granddaughter. “See, honey? It was called iPhone. It has a touch screen and two buttons. The large, round one takes you from any application to a home screen. And this little button on the top is used to turn off the device.” A spark of curiosity lights up in the child’s eyes. “Grandpa, what does off mean?” Dear kid. The same kind of surprise was painted on her face when I first told her what offline meant. Those were the days…
You probably know the old saying: “You will never have the second opportunity to make first impression.” Like many “folk wisdom”, it is also used in marketing. Problem is… it’s not true. And building your strong brand should be based on continuous effort to make another great first impression.
National affiliation, no matter the high ideals you associate it with, is a brand. And just like any brand it can be created, destroyed, can be nursed or annihilated. The national identity consists of rational and emotional elements, just like a brand. Death (during war) and taxes…
Stefan Sagmeister is a graphic designer, he also won a couple of Grammy awards for album covers and box designs. He used to work with the Rolling Stones, Pat Metheny or Aerosmith. In April, 2014, during the FITC conference in Toronto he stated his opinion regarding calling everything storytelling.