 |
Many brands require significant transformation… in a world where few taglines are memorable or meaningful anymore, actions that demonstrate new points of view are a better way to drive change in perception.
|
064 |
 |
Lesson number 1 in brand building: always go back to the product.
|
066 |
 |
We have, if we want it, the chance to break the shackles of our past. And brand owners also need to think of themselves as publishers.
|
075 |
 |
When a brand delivers truth, it earns credibility, and with credibility comes consumer trust.
|
089 |
 |
Logic persuades, but only emotions motivate. If people want to use your brand, they will find a logical rationale themselves – but the wanting comes first.
|
103 |
 |
…we learn about brands without being consciously aware that we are learning…
|
106 |
 |
More than developing an identity or creating an advertisement, brands are a tool to shape business – not something to build to, but something to build from.
|
113 |
 |
…brands live in four places – culture, environment, products, and the mind – and give us a blueprint to design systems that connect those spaces.
|
114 |
 |
Customers expect brands to know them when they want to be known and to be anonymous when they don’t.
|
125 |
 |
The goal is a seamless experience that’s enjoyable – you want a visitor to think well of your brand and return often to the site. That much is a given.
|
143 |
