I 😃😂😇😢🤪 therefore I am! When emotion makes a brand

10 September 2020

These days, a brand can’t just be about appearances, it has to epitomise something. It has to be about its product, its employees and its clients. It has to bring a story to life rather than just tell stories. It has to be an experience that triggers emotions.

From coherence to obsolescence: a potted history of brand guidelines

When you first set about creating a brand, it’s not long before you have to try to lay down guidelines about how it should be used. This document is often referred to as a bible: a sacred text that has to be deferred to. A set of rules that are set down in stone.

Is the brand universe infinite?

When talking about brand identity, lots of companies tend to sum it up as the logo. Putting the logo in the top-left corner of their letter header, right in the middle above their front door, clearly visible on a mug. And yet a brand’s identity is much more than its symbol or its name alone.

Branding is not a dirty word

28 July 2020

I read lots of articles, often mea culpas, in which I notice that the authors, including “professionals in the industry”, see branding as a cosmetic exercise. And if the pandemic has helped them appreciate this, it is now time to change it.