From the course: Brand Design Foundations
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Why bother?
- Defining, designing, maintaining, and evolving a good brand presence is a hard job. It takes time, resources, and smart people. Once designed and launched, the job has only begun. The brand must be policed, but allowed to evolve. It's a lot of work. So why bother? Increased value and perception are the two primary reasons for all this hard work. Value is about money and perception is what we believe to be true. Let's start with increasing value. A good brand makes a good company. In an overcrowded and saturated marketplace, a good brand stands out. A weak one is dismissed. Let's go back to Morton Salt. The next time you buy salt, ask yourself, why am I buying Morton's? Unless you are a master chef, salt is salt. For over 110 years, the same message and iconography were communicated to generations of grocery shoppers. This consistent branded message made Morton's the best-selling salt in the market. Compare your…
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