Brand perceptions are formed, hardened and fixed by experience.
The strongest brands are the ones that are aligned and ‘pulling’ together toward a common purpose.
Why is Apple so innovative as brand? Year after year, after year, they’re more innovative than all their competition.
We’re finding that the old ‘positioning + visual identity’ formula no longer delivers, everyone is doing that.
Brand originals are now rare, great ideas and originality are the new world currency. Strive to be outstanding and original.