Sunday, August 21, 2005

Brands are like personalities


Brands are like personalities. Quiet, soft, elegant; bold, dominant; playful and energetic. We go to bed with them, tell our secrets to them and allow ourselves to become defined by a pattern of carefully selected brands broadcasting our lifestyles.

The concept of branding has sprouted not just in the consumer product industry but also for small businesses, non-profits, and celebrities even artists are quick to brand themselves in favor of finding a voice among the clutter of pop culture. Today’s sophisticated designers are moving away from merely visual aesthesis considerations to build identities that plunge into what the brand is and tap into its potential. This process is not just to market cars, beer or health insurance but also to find what truly makes that product more desirable than its competitors.

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