Modern Branding.

September 23, 2008

“A brand is simply a collection of perceptions in the mind of the consumer.”

Paul Feldwick - 1991

“A brand is... simply the sum of the great ideas used to build that brand.”

John Grant - 2006

Feldwick’s brands are built through imagery.

From the Flickr of Victor V

Grant’s brands are built through experience.

From the Flickr of Pink Ponk

Feldwick’s brands are products of communications.

From the Flickr of Pink Ponk

Designed to compensate for its problems.

Focused down to a single point

Surgically targeted

Carefully chosen

ingredients

Sharpened to cut through the

clutter

Disposable

Administered by experts

Carefully measured dose

From the Flickr of streetpreacher83

From the Flickr of jurek d

Grant’s brands are products of a conversation.

Made stronger by more conversation.

Multi-dimensional

Spread far and wide

A range of different ideas

Designed to appeal

Living

A collaboration with company and customer

Organically grown

From the Flickr of SplogdusMaximus

Brand Innovation Manifesto - John Grant

From the Flickr of *Gabisa Montonia

From the Flickr of Louis Beche

Branding used to be about keeping things tidy.

From the Flickr of mark knol

Branding is now about managing complexity.

Can you create a different product with the same processes?

Can you create a different product with the same disciplines?

Can you create a different product with the same people?

From the Flickr of benrybobenry

Experience can be more of a hindrance than a help.

From the Flickr of SplogdusMaximus

From the Flickr of moriza

Are our customers better at branding than us?

Let’s talk.

zeusjones.com/blog

twitter.com/adrianho

friendfeed.com/adrianho