A strong brand surprises and inspires and, in doing so, demonstrates its relevance to the modern consumer. The age of advertising as the tool for surprising and inspiring seems to have gone forever. Product experience and brand presentation provide excellent opportunities for renewing contact with the consumer and underscoring the brand’s relevance and vitality.
By using recent examples this article learns you more about how to use design as an effective tool for securing a brand’s relevance and vitality.
The Surprise and Inspiration strategies described provide the marketer with some very useful ways of achieving this for your brand.
All around us we see brand owners continually putting new brands on the market or reinforcing the position of existing brands. A relaunch or introduction often involves a new logo.
That logo must become embedded in the minds of potential consumers at the lowest possible cost and in the shortest possible time. But what is a good logo? What conditions might we specify for its design? The Bacardi bat and the Nike swoosh are completely different.
Are they both examples of strong shapes or could other, stronger logos have been developed on a lower budget? This article surveys the critical success factors of a logo.
