It’s 2:23pm, we’re in a typical client meeting explaining why branding is so important and how it’s not just about having a really nice looking logo and it’s about all the brand experience touch points …yadayadayada, I’m sure you’ve heard before. But then suddenly – the client interjects and proceeds to articulate his own perspective on the holistic concept of branding in less than a couple minutes – which means he’s basically up to speed on the latest thinking in the world of brand theories – and it’s probably because he’s read 3 or 4 books on branding, and it all sounds familiar because you’ve read those same books and let’s be honest, they all start to sound the same after a while.
Branding is well steeped in the marketing, design and advertising industries and you hear about it everywhere and let’s be honest, it’s a bit of old news. It’s been the buzzword ever since advertising went a bit cold after the 80′s and 90′s. People needed another way to compete beyond the razzle and dazzle entertainment of advertisements. So branding was born, as a ‘new and better’ way to connect with the people that you want to buy your product.
