There is a constant desire to use all the new
seductive tools that are being deployed in the
digital and interative media space.
Does the message we are communicating really
express the brand values, does it have
substance, is it worthwhile?
*Remember that most advertising is ignored.
Communities and people are looking for
products and brands that make them feel
more like themselves.
If you are a motorcycle fan and look for
a meaningful brand, probably you will consider
Harley Davidson. If you are creative, the
computer of choice will be Apple. If you want a
coffee it might be Starbucks or the shop with
best espressos in the city.
Why? Because they have a purpose and drive it.
Core Brand Idea / Foundation / North
When making an analysis of expediture
and exposure an important aspect to
consider is to build relationships -
sometimes it’s not just about impressions.
Authentic - Relevant - Rich Experiences
Not short term - Loyal - Timeless
Meaningful - Stories
‣ Movie / Film
Communications and ‣ Magazine / Book
“design” are the voice ‣ Packaging
and hands of the ‣ Product
brand. ‣ Digital
Some examples: ‣ Events