It has become popular to talk about brand in terms of a story. Let’s be as clear as possible with this, a brand is not a story. If it is then it’s created using William Burroughs ‘Cut Up Method’.
NEW THINKING
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Paul Bailey, Author at Branding Strategy Insider - Page 5 of 8
It is increasingly accepted that a brand is not only the elements such as the logo, website, product, etc, but is also the values, beliefs, mission, purpose, behavior, principles. Using this definition of brand we might rethink how we consider a brand.
In an interview with Sir Jonathan Ive, Apple’s former Chief Design Officer, he mentioned that Apple didn’t do consumer focus groups, market research, etc, explaining that Apple knew the future possibilities better than their consumers. This led me on to think about the famous quote from Henry Ford, “If I had asked people what they wanted, they would have said faster horses.”
Online shopping is generally a solitary activity – more about the purchase result than the experience. But is that all about to change?
Since the inception of the concept of brand, identification has been integral to its role for business.