Time and time again, whether with friends or family, I find myself trying to explain what brands are.
What brands are, and why they’re important: (based on Marty Neumeier’s presentation, below)
- Brands aren’t logos, identities or products.
- Brands are largely defined by what other people think about them.
- Charismatic brands hold immense commercial value.
Characteristics of charismatic brands:
- The ideas behind the brand are innovative and scary.
- They epitomise simplicity and focus on the web.
- They look and feel good.
Common reactions to my job description range from genuine unawareness (so what does that involve?) to misconception (branding’s all about logos, right?). Trying to untangle people’s preconceptions about what brands are, why they’re important and why what I do in the office is of value to society can often be a bit of a challenge.
I haven’t read Marty Neumeier’s The Brand Gap, but this summary presentation (via Presentation Zen) provided a welcome distraction for twenty minutes of a rainy Sunday afternoon.
Entertaining, if a bit gimmicky at times, it’s a great introduction to the world of branding. Watch and learn.