Adding personality to a brand can help highten its authenticity in the eyes of the consumer.
Engaging a consumer in culture and a story can appeal over stating facts
Based on p43/44 of a users manual.
It is argud by Adrian Shuagnassy that "brained links design to hype and spin" meaning that companies can brand themselves with a glossy sheen whilst still keeping the same business model. This model could be flawed, it could be immoral or unethical, however the term branding is seen by companies as a way of putting a face on a business model they wish to stay stubbornly attached to.
Some creative agencies can worm their way into the hearts of clients and suggest to them that they can have a full overhaul of the company structure and direction through its branding, rather than starting with branding and then seeing if that improves profits and expansion first. Branding seems to be the go to word for companines wishing to make some changes and expand a bit, however the effect branding can have to an entire market place serves as an interesting avenue of exploration. Does branding have a direct effect on how several companies can win shares of their respective marketplace and thereofre create a domino effect of others following in their footsteps?
Outside of the "graphic design" industry, people feel they understand graphic design if they here the word branding.
Consumers buy into a brand easier and quicker when they feel comfortable with it's overall apperacne accross many mediums and digitial platforms. The era of the start of branding has caused a brand hungry and brand biased public.
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