Making basic sense of a brand.

However you define a brand, its ultimate purpose will be to attract someone, be it a single hard-working citizen or an entire corporation, to willingly part with their money in exchange for your product or service.

Strategy is everything

Depending on your business, dozens, hundreds or thousands of other brands are doing their best to extract that same money first and leave you empty-handed.

Assuming that all your competitors have the same basic information about the situation, and that you mean to win the race, it’s quite obvious that you have to come up with something out of the ordinary.

Strategy is essentially a creative pursuit, involving new insights into consumer behaviour, competition dynamics and the general evolution of the brandscape. The game can be won and lost even before it starts.

Smart enough to be simple?
Keeping things simple is about reducing the complexity of a whole without losing any of its parts. Usually there’s no straightforward way of doing that, which is why simplification requires such singular insight, intelligence and creativity.

Strategy is nothing

A brand is built over time by delivering a consistent message through communications and interactions.

Sounds simple enough. Only it is estimated that an average American, for example, is exposed to up to 10 000 commercial messages every day, ten times more than only half a century ago. Audiences are fragmented and their attention spans are short-lived. There is no longer a vast, uniform middle class to be hypnotised with lavishly funded prime-time tv commercials.

It means that every message you send, from day one, will be struggling for survival in a chaotic ocean of other messages, each programmed to survive at the expense of every other.

Just say it
The Nike slogan is an ingenious lesson in impactful verbalisation. It connects with a sport loverʼs dream of self-actualisation with a powerfully provocative challenge, delivered with deep understanding and support.

Think impact
The Apple brand strategy, as seen in this late 90’s campaign, is about unleashing the potential of human creativity. The execution is audaciously minimalistic, leaving it to the audience to unravel the massive promise of the narrative.

Brand for impact

To be able to break through the noise into people’s awareness, a message needs impact. A message will have impact if it’s fresh, relevant, simple and distinctive. Perhaps the greatest, and certainly the hardest, way of creating impact is surprise.

A simple, distinctive visual design will make sure people notice your brand and identify it among countless others more or less like it.

And once you get someone to notice your brand, it would be a terrible waste of attention if you didn’t, at the same time, offer a quick, succinct verbalisation to deliver the gist of your brand narrative.

Because you’ll want people to get what your brand is about with as little effort as possible. You’ll also want people to spread the word to others, which is the most cost-efficient form of marketing.

Staying alive

From a buyer’s viewpoint, the brandscape is not only hypersaturated, but in constant evolution. All of a sudden some hot newcomer may make established brands look unattractive. A brand that has, through no fault of its own, become unattractive, can’t be made attractive by throwing money at it. It will struggle to properly connect with its potential buyers and eventually sink into oblivion.

Fortunately, to restore impact, just give the brand a good helping of fresh strategy, good looks and something smart to say. We’re here to help.

Making basic sense of a brand.

However you define a brand, its ultimate purpose will be to attract someone, be it a single hard-working citizen or an entire corporation, to willingly part with their money in exchange for your product or service.

Smart enough to be simple?
Keeping things simple is about reducing the complexity of a whole without losing any of its parts. Usually there’s no straightforward way of doing that, which is why simplification requires such singular insight, intelligence and creativity.

Strategy is everything

Depending on your business, dozens, hundreds or thousands of other brands are doing their best to extract that same money first and leave you empty-handed.

Assuming that all your competitors have the same basic information about the situation, and that you mean to win the race, it’s quite obvious that you have to come up with something out of the ordinary.

Strategy is essentially a creative pursuit, involving new insights into consumer behaviour, competition dynamics and the general evolution of the brandscape. The game can be won and lost even before it starts.

Strategy is nothing

A brand is built over time by delivering a consistent message through communications and interactions.

Sounds simple enough. Only it is estimated that an average American, for example, is exposed to up to 10 000 commercial messages every day, ten times more than only half a century ago. Audiences are fragmented and their attention spans are short-lived. There is no longer a vast, uniform middle class to be hypnotised with lavishly funded prime-time tv commercials.

It means that every message you send, from day one, will be struggling for survival in a chaotic ocean of other messages, each programmed to survive at the expense of every other.

Brand for impact

To be able to break through the noise into people’s awareness, a message needs impact. A message will have impact if it’s fresh, relevant, simple and distinctive. Perhaps the greatest, and certainly the hardest, way of creating impact is surprise.

A simple, distinctive visual design will make sure people notice your brand and identify it among countless others more or less like it.

And once you get someone to notice your brand, it would be a terrible waste of attention if you didn’t, at the same time, offer a quick, succinct verbalisation to deliver the gist of your brand narrative.

Because you’ll want people to get what your brand is about with as little effort as possible. You’ll also want people to spread the word to others, which is the most cost-efficient form of marketing.

Just say it
The Nike slogan is an ingenious lesson in impactful verbalisation. It connects with a sport loverʼs dream of self-actualisation with a powerfully provocative challenge, delivered with deep understanding and support.

Think impact
The Apple brand strategy, as seen in this late 90’s campaign, is about unleashing the potential of human creativity. The execution is audaciously minimalistic, leaving it to the audience to unravel the massive promise of the narrative.

Staying alive

From a buyer’s viewpoint, the brandscape is not only hypersaturated, but in constant evolution. All of a sudden some hot newcomer may make established brands look unattractive. A brand that has, through no fault of its own, become unattractive, can’t be made attractive by throwing money at it. It will struggle to properly connect with its potential buyers and eventually sink into oblivion.

Fortunately, to restore impact, just give the brand a good helping of fresh strategy, good looks and something smart to say. We’re here to help.