Dissertation What MAkes a Brand Succeed & Fail in Todays Society

What Makes a Brand
Succeed & Fail in
Todays Society
By Bradley Ross Belocura
w13954662
Course: MIVC Illustration &Visual Communication
Module: (2015) MIVC601.Y Dissertaion
(Logo designed by Bradley Ross Belocura for a brand called Bay & Cents)

Contents'page'
'
'
!
Introduction'' ' ' ' ' ' ' ' ' 1'
• Brand!promise! ! ! ! ! ! ! !!!!! 1!
• Brand!perceptions! ! ! ! ! ! ! ! 1!
• Brand!expectations! ! ! ! ! ! ! ! 2!
• Brand!persona! ! ! ! ! ! ! ! 2!
• Brand!elements! ! ! ! ! ! ! ! 2!
!
Logos'' ' ' ' ' ' ' ' ' ' 3'
• Kellogg’s! ! ! ! ! ! ! ! ! 4!
• FedEx!! ! ! ! ! ! ! ! ! 5!
• 2012!Olympics!logo! ! ! ! ! ! ! !!!!!!!!!!!!!!7!!!!!!!
• Coca!Cola! ! ! ! ! ! ! ! !!!!!!!!!!!!!!8!
• Pepsi! ! ! ! ! ! ! ! ! ! 9!
• Gap!! ! ! ! ! ! ! ! ! ! 10!
• Tropicana! ! ! ! ! ! ! ! ! 12!
!
Brand'comparisons'' ' ' ' ' ' ' ' 13'
• Apple! ! ! ! ! ! ! ! ! ! 13!
• Microsoft! ! ! ! ! ! ! ! ! 17!
• Old!Spice!! ! ! ! ! ! ! ! ! 20!
• Harley!Davidson!! ! ! ! ! ! ! ! 21!
• Nike!!! ! ! ! ! ! ! ! ! ! 23!
• Adidas!! ! ! ! ! ! ! ! ! 25!
!
People'Brands'–'Hip:Hop'Culture' ' ' ' ' ' 26'
• Odd!Future! ! ! ! ! ! ! ! ! 27!
• N.!W.!A! ! ! ! ! ! ! ! ! 28!
• Wu!Tang!Clan!! ! ! ! ! ! ! ! 29!
!
Subculture'Vs.'Status' ' ' ' ' ' ' ' 30'
• Vans!! ! ! ! ! ! ! ! ! ! 31!
• Louis!Vuitton!! ! ! ! ! ! ! ! 33!
• The!Black!Diamond!Market!!T!South!Africa!! ! ! ! 34!
!
Service'Brands'–'The'Consumer'Interface' ' ' ' ' 36'
• Uber/alibaba/facebook/airbnb!! ! ! ! ! ! 37!
• Google!! ! ! ! ! ! ! ! ! 38!
• Twitter! ! ! ! ! ! ! ! ! 39!
!
Conclusion'' ' ' ' ' ' ' ' ' '''''''''''''40
' ' ' ' ' ' ' ' '

What%Makes%a%Brand%Succeed%&%Fail%in%Today’s%Society!% %
%
% 1%
Introduction!
%
For%the%topic%of%my%dissertation%I%would%like%to%explore%different%logos%and%
brands,%as%well%as%what%makes%brands%succeed%and%fail%in%today’s%society.%I%will%be%
exploring%and%comparing%different%brands%together%while%also%analysing%the%
methods%they%use%to%keep%their%brands%alive.%I%will%also%be%looking%at%how%brands%
involve%themselves%in%different%cultures%and%lifestyles%as%well%as%comparing%them%
to%brands%that%rely%on%status%and%wealth%to%attract%people’s%attention.%Finally,%I%
will%address%the%way%in%which%brands%use%consumer%interface%apps%to%create%
massEmarket%appeal.%
%
First%of%all,%what%is%a%brand?%The%term%originates%from%the%Old%Norse%word%
brandr,%which%means%to%burn.%Farmers%would%often%brand%their%cattle,%Prodding%
them%with%a%glowing%hot%iron%rod,%(usually%with%their%initials)%to%show%ownership%
and%let%other%farmers%know%not%to%rear%their%cattle.%Since%then%people%have%been%
using%branding%to%create%important%cultural%and%social%icons%that%represent%ideas%
that%worthy%of%admiration1.%Brands%achieve%their%status%within%society%by%tapping%
into%social,%cultural%or%subEcultural%ideals,%fulfilling%specific%criteria,%which%is%
relevant%to%that%culture%or%group%of%people.%This%criterion%is%listed%below.%%
%
The$Brand$Promise:$At%its%core,%a%brand%is%a%promise%to%its%consumers.%
The%brand%promise%is%much%more%than%just%tangible%products,%services%or%icons,%
which%integrate%well%within%a%social%or%cultural%group.%It%also%includes%the%feelings%
that%consumers%get%when%they%use%products%and%services%provided%by%those%
brands.%For%example,%if%a%person%is%happy%with%their%experience%with%a%brand%they%
will%get%a%feeling%of%satisfaction%and%return%to%use%that%brands%service%or%products.!
%
The$Brand$Perceptions:$It%is%consumers,%not%companies%that%build%brands.%
Ultimately,%it’s%the%way%consumers%perceive%a%brand%that%defines%it.%While%it%is%up%
to%the%people/person%who%own%the%brand%to%define%their%brand%identity,%it%is%
people%who%define%the%relevance%of%a%brand%and%apply%it%to%their%lifestyle.%
%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%
1%How%Brands%Become%Icons%The%Princples%Of%Cultural%Branding%%
By:%Douglas%B.%Holt%%Publisher%Harvard%Business%School%Press%2014%

%
% 2%
Therefore%it%is%the%consumers%of%your%brand%that%judge%its%authenticity.%If%people%
don’t%perceive%the%authenticity%of%your%brand%then%they%will%not%incorporate%your%
brand%within%their%lifestyle.!
!
The$Brand$Expectations:!Based%on%your%brand%promise,%consumers%develop%
expectations%for%your%brand.%When%they%pull%their%hardEearned%money%out%of%
their%pockets%and%purchase%your%products%or%services,%they%assume%their%
expectations%for%your%brand%will%be%met.%If%your%brand%doesn’t%meet%consumer%
expectations%in%every%interaction,%consumers%will%become%confused%by%your%
brand%and%turn%away%from%it%in%search%of%another%brand%that%does%meet%their%
expectations%in%every%interaction.!
!
The$Brand$Persona:!Rather%than%asking,%“What%is%a%brand?”%a%better%question%
might%be,%“Who%is%a%brand?”%Every%brand%has%a%persona.%Think%of%your%brand%as%a%
person.%What%is%that%person%like?%What%can%you%expect%when%you%interact%with%
that%person?%From%appearance%to%personality%and%everything%in%between,%your%
brand%persona%is%one%that%consumers%will%evaluate%and%judge%before%they%do%
business%with%you.%
!
The$Brand$Elements:!Your%brand%is%represented%by%the%intangible%elements%
described%above%as%well%as%tangible%elements%such%as%your%brand%logo,%messaging,%
packaging,%and%so%on.%All%of%these%elements%must%work%together%to%consistently%
communicate%your%brand%promise,%shape%brand%perceptions,%meet%brand%
expectations,%and%define%your%brand%persona.%If%one%element%is%awry,%your%entire%
brand%can%suffer.%%Which%brings%me%to%my%next%topic,%Logos.!

%
% 3%
Logos
%From%the%moment%we%wake%up%in%the%morning%we%are%bombarded%by%logos%from%
different%brands.%Take%a%careful%look%around%you%and%you%will%see%a%wide%variety%
of%logos%from%different%brands%that%subtly%integrate%their%products%in%to%our%lives.%
For%example%you%only%need%to%open%your%phone%and%you%will%be%exposed%to%the%
brand%identity%of%the%manufacturer%as%well%as%the%logos%of%all%the%apps%stored%on%
your%mobile%device2.%%%
%
%
%
According%to%Dharma%Singh%Khalsa,%M.D%the%average%American%sees%16,000%logos%
advertisements%and%labels%in%a%day%3%meaning%that%we%are%literally%surrounded%by%
brands%and%we%depend%on%their%products%to%help%improve%or%represent%the%
quality%of%our%life%style.%This%is%where%brand%identity%comes%in.%People%will%only%
buy%into%products,%which%comes%from%brands%they%trust.%However,%in%todays%
society%where%we%are%surrounded%by%numerous%different%types%of%brands,%how%do%
they%build%trust%and%customer%loyalty?%
%
!
!
%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%
2%Logo%Design%Love,%Annotated%and%Expanded%Edition,%Second%Edition%By:%David%Airey%
Publisher:%Peachpit%Press%Pub.%Date:%August%20,%2014%
%
3%1%Dharma%Singh%Khalsa,%M.D.%with%Cameron%Stauth.%Brain%Longevity:%The%Breakthrough%Medical%
Program%That%Improves%Your%Mind%and%Memory.%(New%York:%Grand%Central%Publishing,%1999.)%
%

%
% 4%
Kellogg’s!
4%
%
In%1906%the%cereal%company%Kellogg’s%started%a%marketing%campaigns%which%were%
years%ahead%of%their%rivals%by%using%colour%when%everyone%else%was%still%thinking%
in%black%and%white,%and%to%make%his%product%stand%out%even%more%all%the%cereal%
boxes%said%“Beware%of%Imitations.%None%Genuine%Without%This%Signature’%W.K%
Kellogg.”%This%gave%the%impression%that%the%consumer%is%buying%in%to%a%real,%
authentic%brand%that%cares%about%its%costumers.%In%return,%this%created%a%sense%of%
satisfaction%when%people%consume%their%product.%To%this%day,%Kellogg’s%are%a%very%
successful%brand%and%it%is%all%due%to%the%trust%they%have%build%with%each%
generation%of%new%consumers.%Since%then,%the%signature%“Kellogg’s”%logo%can%be%
identified%by%people%all%over%they%world%as%they%have%built%a%strong%brand%identity%
which%has%continued%to%live%up%to%peoples%expectations%to%this%day.%
%
Logo’s%are%like%the%face%of%a%company.%It%helps%people%immediately%identify%
different%brands,%as%well%as%separate%brands%from%their%competitors.%%Ultimately,%a%
good%logo%design%can%drastically%improve%your%brand%identity,%but%a%bad%logo%
design%can%have%disastrous%effects.%
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4%Logo%Design%Love,%Annotated%and%Expanded%Edition,%Second%Edition%By:%David%Airey%
Publisher:%Peachpit%Press%Pub.%Date:%August%20,%2014%
%

%
% 5%
%
Brands%like%McDonalds,%and%Volks%Wagen%are%all%examples%of%brands%that%have%
great%logos,%as%they%are%very%simple%and%easy%to%identify.%It%is%important%to%note%
that%while%there%are%brands%that%have%much%more%creative%logos%that%suit%the%
purpose%or%product%of%the%brand,%more%than%the%logos%above,%a%logo%which%is%
simple,%bold%and%easy%to%identify%will%help%audiences%remember%their%experiences%
with%that%company.%That’s%why%the%perceived%value%of%a%service%or%product%is%
usually%greater%than%the%actual%one.%The%same%visual%identity%seen%time%and%time%
again%builds%trust%towards%those%companies%and%keeps%consumers%coming%back%
for%more5.%
%
FedEx!
There%are%lots%of%things%that%contribute%to%a%good%logo.%%Iconic%Logo%designs%are%
Simple%Relevant,%enduring,%distinctive,%memorable%and%adaptable.%
%
%
%
The%FedEx%logo%is%a%good%example%of%all%these%things%and%it%is%all%due%to%the%
simplicity%of%the%design.%The%designer%cleverly%creates%an%arrow%between%the%“Ex”%
which%reflects%the%identity%of%the%brand%as%a%shipping/delivery%company.%The%best%
logos%are%often%the%most%simple%ones%as%simple%logos%are%often%more%likely%to%
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5
Logo$Design$Love,$Annotated$and$Expanded$Edition,$Second$Edition$$$$$By:!David%Airey!
Publisher:!Peachpit%Press!Pub.%Date:!August%20,%2014$
%

%
% 6%
meet%the%requirements%stated%above.%Simplicity%makes%your%design%easier%to%
recognise,%which%in%turn%can%create%a%timeless%enduring%quality,%while%also%
making%the%design%more%versatile%allowing%it%to%be%used%on%a%wide%range%of%media%
such%as%business%cards,%websites,%or%clothing%opening%up%various%avenues%for%
your%brand%to%market%itself%in6.%%
%
Sometimes,%brands%will%prefer%to%have%more%complicated%logos,%as%this%will%help%
them%to%stand%out%from%all%the%other%simple%logos%
%
%
%
These%are%all%examples%of%iconic,%memorable%and%complex%logos.%The%one%thing%
that%they%all%have%in%common%is%the%use%of%imagery%combined%with%the%use%of%text%
to%help%give%the%image%brand%identity.%%Even%though%the%use%of%imagery%makes%the%
logos%more%complicated,%it%also%creates%an%image%that%is%immediately%
recognisable,%allowing%people%to%associate%the%image%with%the%brand,%while%still%
keeping%the%design%timeless%and%enduring.%%%
%
%
%
%
%
%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%
6%Logo%Design%Love,%Annotated%and%Expanded%Edition,%Second%Edition%%%%%By:%David%Airey%
Publisher:%Peachpit%Press%Pub.!Date:%August%20,%2014%

%
% 7%
2012!Olympics!Logo!
%
Never%change%a%classic.%
%
%
%
%
The%original%Olympics%logo%is%supposed%to%represent%unity%between%nations,%
competitive%sportsmanship,%and%the%strength%of%humanity%as%a%whole.%These%are%
all%very%powerful%themes,%which%are%reflected%in%the%original%logo%through%the%use%
of%imagery.%The%linked%circles%are%a%powerful%symbol%of%nations%all%over%the%world%
coming%together%and%competing.%The%London%2012%logo%was%supposedly%meant%
to%bring%a%sense%of%modernity%into%the%branding%of%their%games.%%However,%when%
this%design%was%unveiled%to%the%general%public%it%was%met%with%resounding%
disapproval%with%many%taking%their%frustrations%onto%social%media;%saying%the%
design%was%childish,%ridiculous,%ugly%and%in%no%way%representative%of%London%or%
the%games.%One%of%the%reasons%many%people%disliked%the%new%logo%was%because%it%
was%trying%too%hard%to%be%relevant%to%youth%by%referencing%graffiti%and%street%
culture.%However,%people%who%knew%nothing%about%that%culture%created%it%and%
people%picked%up%on%this%immediately.%The%original%logo%is%already%such%a%
powerful%image%and%there%was%no%need%to%completely%redesign%the%logo.%The%main%
reason%why%this%redesign%failed%is%because%it%has%no%connection%to%what%the%
Olympics%represent.%What%we%can%learn%here%is%that%you%can’t%just%change%a%
historic%and%culturally%significant%logo%just%to%fit%the%vision%of%your%brand.%The%
designers%should%have%kept%their%design%as%close%to%the%original%as%possible,%
instead%of%trying%to%over%shadow%it%with%a%completely%new%look.%%

%
% 8%
Coca!Cola%
!
Coca%Cola%is%a%great%example%of%a%classic%and%successful%brand%that%has%hardly%
ever%touched%its%Logo.%As%a%result,%they%have%become%a%worldwide%brand%that%has%
built%up%a%sense%of%trust%and%authenticity%among%its%consumers,%while%also%
becoming%and%iconic%cultural%brand.%
%
%
%
%
%
imilarly%to%the%way%the%Kellogg’s%brand%has%developed%trust%with%each%new%
generation%of%consumers,%CocaECola%has%successfully%managed%to%integrate%its%
brand%into%pop%culture,%making%their%brand%a%household%name.%CocaECola%has%a%
very%strong%brand%promise%and%applies%“emotional%branding”%techniques%to%
ensure%its%consumers%have%an%emotional%attachment%to%their%brand7.%They%first%
began%their%rise%to%fame%during%World%War%II,%using%innovative%advertising%and%
PR%(Public%relation)%stunts.%They%shipped%CocaECola%bottles%to%troops%on%the%front%
lines.%Troops%would%treat%the%scarce%bottles%of%coke%with%religious%zeal,%drinking%
it%in%a%ritual%confirmation%of%their%national%pride8.%As%a%result%Coke%became%more%
than%a%brand,%it%became%a%cultural%icon%representing%the%American%way%of%life.%%
%
!
%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%
7%How%Brands%Become%Icons%The%Principles%Of%Cultural%Branding%%
By:%Douglas%B.%Holt%Publisher%Harvard%Business%School%Press%2014%
%
8%How%Brands%Become%Icons%The%Principles%Of%Cultural%Branding%By:%%
Douglas%B.%Holt%Publisher%Harvard%Business%School%Press%2014%
%

%
% 9%
Pepsi!
%
%
%
%
On%the%other%hand,%ColaECola’s%rival’s%Pepsi%have%gone%through%numerous%
redesigns%of%their%logo.%Their%most%recent%redesign%cost%the%company%$1,000,000%
to%create%and%the%general%public%found%it%to%be%quite%lackElustre.%Constant%reE
designing%of%the%logo%makes%it%hard%for%consumers%to%understand%what%it%is%they%
are%buying%into.%While%CocaECola%has%sustained%a%solid%brand%identity%and%
persona%for%the%last%50%years,%it%is%hard%to%define%what%Pepsi%is%as%a%brand%and%
how%their%brand%fits%into%today’s%culture%and%society.%While%both%companies%
produce%similar%products,%the%wealth%behind%CocaECola’s%brand%isn’t%in%the%
product%or%service,%it%is%in%the%emotion%that%their%consumers%get%while%drinking%
their%refreshing%beverage.%Pepsi%has%a%serious%void%of%identity%making%it%difficult%
for%consumers%to%associate%with%their%brand.%The%lesson%to%be%learnt%here%is%that%
when%you%redesign%a%brand%changing%the%logo%is%not%enough.%You%also%have%to%
redefine%the%vision%of%the%brand%and%ensure%that%consumers%and%investors%can%see%
your%brand%in%a%new%light9.%
%
%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%
9%Brand&Failures&The&Truth&About&the&100&Biggest&Branding&Mistakes&of&All&Time&&
By&Matt&Haig&2nd&ed.&Publisher&London&:&Kogan&Page&2011&
%

%
% 10%
Gap!
!
In%1969%Doris%and%Don%Fisher%opened%the%first%Gap%store%in%Ocean%Avenue,%SF.%
The%reason%was%simple;%Don%couldn’t%find%a%pair%of%jeans%that%fit.%Their%name%was%
a%reference%to%the%generation%gap.%They%designed%apparel%that%brought%people%of%
all%ages%together.%%In%October%2010,%Gap%made%a%very%drastic%change%to%its%logo,%
which%sparked%outrage%among%its%consumers.%%Lets%face%the%facts,%Gap%is%a%
company%that%sells%casual%attire%and%has%maintained%a%solid%brand%identity%for%
more%than%50%years.%Making%a%change%this%drastic%to%the%logo%was%a%careless%move%
as%it%completely%erases%the%history%and%trust%people%have%had%with%this%well%
established%brand.%The%problem%with%the%new%logo%is%that%it%looks%completely%
different%form%the%old%logo,%which%is%bad%because%the%old%logo%has%a%rich%history,%
emotional%value%and%connection%to%its%consumers.%Gap%is%a%brand%that%has%grown%
and%matured%along%with%its%consumers.%ReEbranding%the%logo%like%this%could%make%
people%feel%out%of%touch%with%the%brand,%damaging%the%brand%identity%and%
authenticity%of%their%company.%As%a%result%Gap%was%forced%to%switch%back%to%their%
old%logo%less%than%a%week%after%releasing%their%new%logo.%%In%my%opinion%the%
problem%with%the%original%logo%wasn’t%that%the%Font%was%out%of%style.%For%me%the%
problem%was%that%it%was%very%boring%to%look%at%and%it%doesn’t%stand%out%enough.%%
%
%
%
%
%

%
% 11%
If%I%were%to%reEdesign%Gap’s%logo%I%would%have%done%something%like%this.%%
%
%%%%% %
%%%% %

%
% 12%
%
The%first%design%is%a%little%more%adventurous%and%shows%Gap%is%an%evolving%
company%while%still%keeping%the%brand%identity%intact%by%retaining%the%original%
colour%scheme%and%font.%The%sense%of%depth%the%illusion%creates%could%represent%
Gap’s%long%and%deep%history%as%a%wellEestablished%brand%that%is%embracing%
change.%However%if%the%company%were%dead%set%on%changing%the%font%and%the%
dark%navy%blue%colour,%then%I%would%have%presented%the%second%design%to%them.%I%
personally%feel%that%the%font%(Helvetica%Neue)%is%rather%over%used.%Using%this%font%
in%a%logo%could%cause%the%brand%to%lose%its%identity%due%to%the%fact%that%it%is%so%
common.%However,%the%font%does%make%the%logo%more%legible%and%recognisable.%If%
you%combined%this%with%the%square%shaped%gradient%in%the%background%you%have%
a%modern%looking%logo%that%is%refreshing%to%look%at,%yet%still%keeps%the%original%
brand%identity%intact.%%
%
Tropicana!
%
%
%
Another%bad%example%of%a%company%that%tried%and%failed%to%reEinvent%itself%is%
Tropicana.%In%January%2009%Pepsi%Co%released%the%new%packaging%to%the%public%in%
an%attempt%to%bring%their%classic%look%into%the%21st%century.%Their%general%
consumers%were%none%too%pleased%as%had%formed%an%attachment%to%the%previous%
design.%Just%like%Gap,%Tropicana%had%made%the%same%mistake%by%underestimating%

%
% 13%
their%consumer’s%attachment%to%the%way%their%product%looks.%As%I%stated%before,%
logos%are%like%the%face%of%a%brand;%doing%anything%too%drastic%to%it%will%affect%the%
way%your%consumers%interact%with%your%brand,%especially%if%your%brand%is%already%
fully%established.%If%you%literally%think%of%a%brand%as%a%person,%that%you%have%
known%your%entire%life%and%are%very%close%with,%it%would%be%shocking%to%see%that%
person%change%so%drastically%in%such%a%short%period%of%time.%The%main%lesson%to%be%
learnt%here%is%that%a%successful%rebranding%involves%reEthinking%your%brands%goals%
culture%and%message%not%just%changing%the%look%and%logo%of%your%brand.%%
%
Brand!Comparisons!
%
Apple!
%
That%being%said%there%are%a%variety%of%companies%that%have%successfully%reE
branded%themselves,%one%of%them%being%one%of%the%most%influential%and%famous%
brands%in%today’s%society,%Apple.%%
%
%
This%is%the%Apple%PinPin.%It%was%Apples%first%attempt%at%creating%a%gaming%console%
back%in%1995.%As%you%can%see%apple%wasn’t%always%the%powerhouse%of%the%
technological%industry%it%was%today.%Their%products%weren’t%always%so%inspired%
and%back%in%1995%they%were%struggling%to%find%themselves%and%on%the%verge%of%
bankruptcy.%Needless%to%say,%it%was%nowhere%near%as%big%a%hit%as%Apples%current%
products,%which%are%sleek%and%innovative%down%from%the%product%to%the%

%
% 14%
packaging%and%the%way%people%perceive%their%brand.%It%wasn’t%until%Steve%jobs%reE
joined%the%company%in%1997%when%they%started%to%heavily%redesign%themselves%
into%a%brand%that%is%so%well%integrated%into%every%part%of%our%lives.%%Apple%has%
branded%themselves%as%innovators%and%creators%and%that%is%reflected%in%every%
product%they%release.%
%
Here’s%a%brief%history%on%how%the%apple%logo%has%developed%over%the%years.%As%you%
can%see%the%original%logo%was%very%different%than%its%current%predecessors,%
featuring%Isaac%Newton%sitting%under%an%apple%tree%accompanied%by%a%quotation%
from%Newton%himself.%
%
%The%logo%was%designed%by%Ron%Wayne,%one%of%the%coEfounders%of%apple%along%
with%Steve%Jobs,%and%Steve%Wozniak.%The%logo%was%only%used%for%the%Apple%I%as%it%
was%far%to%detailed%to%be%easily%reproduced%on%computers%and%was%thought%"too%
intellectual"%by%Steve%Jobs.%

%
% 15%
%
%
Ron%Janoff,%a%graphic%designer%at%Regis%McKenna%advertising/%PR%agency,%
designed%the%new%logo.%Janoff%presented%several%concepts%including%colour%and%
monochrome%as%well%as%metallic%designs,%both%with%and%without%the%bite,%all%in%
the%same%basic%shape.%Janoff%added%the%bite%because%the%abstract%shape%risked%
being%confused%with%other%fruits,%such%as%cherries.%In%the%end,%Steve%Jobs%selected%
the%now%iconic%rainbow%logo%with%a%bite.%The%choice%of%a%colourful%logo%partly%
reflected%the%fact%that%the%Apple%II%could%display%colour%images,%which%was%a%
rarity%at%the%time.%It%was%also%felt%to%be%more%accessible%than%alternatives.%A%
common%rumour%is%that%the%design%is%homage%to%Alan%Turing,%one%of%the%pioneers%
of%computing.%Turing%was%gay%but%was%forced%to%undergo%medical%treatments%for%
this,%and%eventually%committed%suicide%by%eating%a%poisoned%apple.%Janoff%has%
denied%that%this%is%true.%
%
%

%
% 16%
%
%
The%rainbow%logo%was%replaced%in%1998%with%the%introduction%of%the%first%iMac.%
The%iMac%was%a%dramatic%new%design%symbolic%of%Apple's%coming%rebirth%after%
many%difficult%years.%Updating%the%logo%made%sense%at%the%time%as%it%reflected%a%
highly%visible%break%with%Apple's%troubled%past,%a%constant%reminder%that%the%new%
Apple%would%be%different%from%the%old%one.%It's%not%clear%who%designed%it%or%what%
the%brief%was,%but%Janoff%agrees%that%the%rainbow%design%was%dated%by%then%and%
that%an%update%was%in%order.%
%
%
Apple’s%latest%products%are%valued%because%they%are%simple,%elegant%and%easy%to%
use.%Apple’s%brand%identity%is%very%easy%to%understand%and%they%produce%reliable%
and%sleek%looking%products,%which%help%build%consumer%trust%and%relationship.%If%
you%think%about%it,%we%rely%on%the%use%technology%to%communicate%and%share%
ideas%or%keep%ourselves%updated%in%our%society%now%more%than%ever.%The%fact%that%
apple%have%built%successful%products%based%on%the%technology%we%rely%on%so%
heavily%only%strengthens%their%brand%identity%and%makes%them%a%very%influential%
force%in%the%way%technology%is%developed%and%the%way%we%interact%with%
technology%in%today’s%society.%%
%

%
% 17%
Microsoft!
%
Even%though%Apple%has%surged%ahead%in%terms%of%popularity,%they%still%face%fierce%
competition%from%their%closest%rivals,%Microsoft.%In%1975%Bill%Gates%and%Paul%Allen%
formed%a%partnership%called%Microsoft.%The%started%of%small%but%they%had%a%big%
vision%–%a%computer%on%every%desktop%in%every%home.%In%1981%Microsoft%was%able%
to%secure%a%deal%with%IBM%where%they%were%commissioned%to%create%IBM’s%first%
ever%PC.%This%was%a%bigger%deal%than%it%sounds%as%it%allowed%Microsoft%to%establish%
a%common%standard%for%computing%software,%an%operating%system%that%Gates%
purchased%from%another%company%and%renamed%MSEDOS10.%In%technological%
terms,%experts%tended%to%think%that%it%was%not%the%best%operating%system.%Many%
thought%Apple’s%system%was%much%more%user%friendly.%However,%at%the%time%
Apple%was%small%fry%compared%to%IBM%and%Apple’s%system%was%only%for%Apple%
computers.%So%Microsoft%took%this%opportunity%to%seize%control%of%the%market.%By%
licensing%its%software%to%different%companies%it%was%able%to%broaden%its%base%and%
establish%and%operating%system%as%an%industry%standard.%During%the%90’s%
Microsoft%really%hit%their%stride%when%they%released%Windows%3.0%and%it%became%
the%most%widely%used%operating%system%at%the%time.%Then%they%followed%up%with%
Windows%95,%which%sold%7%million%copies%within%the%first%5%weeks%and%Windows%
98,%which%was%designed%specifically%for%consumers.%From%the%start%Microsoft%
didn’t%want%to%lead%the%market,%they%wanted%to%dominate%it.%
%
When%it%comes%to%buying%a%computer%your%main%choices%are%PC%or%Mac.%With%the%
development%of%today’s%computer%technology%the%way%we%use%computers%is%
practically%universal.%%So%the%way%consumers%decide%what%computer%they%want%is%
based%on%personal%preferences.%This%is%where%the%brand%persona%comes%in.%%
%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%
10%Brand&Royalty&:&How&The&world’s&Top&100&brands&Thrive&&&Survive&&
By&Matt&Haig&Publisher:&Boston,&Mass.&:&Harvard&Business&School&Press&&
%

%
% 18%
Who%would%you%rather%hang%out%with?%
%%% %
%
Ironically,%the%CEO’s%of%these%two%brands%Share%a%similar%persona%to%brands%and%
products%they%have%created.%We’ve%already%established%how%apple%is%a%sleek%and%
innovative%brand%that%shares%the%characteristics%of%its%leader%charismatic%leader,%
Steve%Jobs.%%However%for%many,%the%perception%of%Microsoft%and%Bill%Gates%is%akin%
to%that%of%a%James%Bond%Villain11.%I’m%not%saying%that%Bill%Gates%is%a%bad%person%but%
he%definitely%doesn’t%have%as%much%charisma%as%Steve%Jobs,%just%as%Microsoft%
doesn’t%have%a%strong%brand%persona;%especially%when%compered%to%the%mass%
appeal%that%Apple’s%brand%has.%%So%how%does%Microsoft%compete%against%this?%Well%
as%mentioned%before%Microsoft%dominates%the%software%market%to%a%point%where%
the%weaknesses%of%their%brand%don’t%deter%people%from%buying%their%products.%
The%decision%to%use%a%Microsoft%product%is%not%a%carefully%considered%decision;%in%
fact%it’s%not%a%decision%at%all.%Microsoft%has%dominated%the%market%by%becoming%
the%market12.%Who%needs%popularity%when%your%consumers%use%your%brand%
without%even%thinking%about%it?%The%company%that%sells%untouchable%products%
has%therefore%become%the%ultimate%untouchable%brand.%Even%I%must%admit%that%I%
grew%up%using%a%PC%and%all%my%friends%have%PC’s.%Even%though%the%operating%
%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%
&
By&Matt&Haig&Publisher:&Boston,&Mass.&:&Harvard&Business&School&Press%

%
% 19%
system%on%a%Mac%is%so%much%better,%if%given%a%choice,%I%would%always%buy%the%PC%
because%it’s%a%very%familiar%product.%Microsoft%has%established%a%brand%that%
nurtures%the%community.%%Even%though%apple%is%superior%as%a%brand%overall,%they%
have%not%been%able%to%break%the%trend%that%Microsoft%has%developed;%using%an%
operating%system%as%a%standard%to%which%people%have%become%accustomed%to.%
While%apple%might%have%the%superior%brand,%Microsoft’s%products%have%become%a%
much%more%important%part%of%our%society.%Still%don’t%believe%me%check%out%the%link%
to%this%article:%%
%
%
While%the%article%suggests%that%Apple%consumers%have%a%higher%satisfaction%than%
Microsoft%users,%if%you%scroll%down%to%the%comments%you%will%see%that%the%
majority%of%people%prefer%Microsoft’s%products%because%they%cheap%reliable%and%
their%software%is%compatible%with%the%majority%of%available%hardware.%Apple’s%
products%are%perceived%to%be%inferior%by%tech%savvy%PC%users%because%their%
products%don’t%have%the%versatility%and%customizability%of%a%Microsoft%PC.%
Moreover%apples%products%are%ridiculously%overpriced.%Here’s%a%site%that%shows%
the%price%of%a%top%of%the%line%MacBook%Pro%and%here’s%the%pricing%of%a%PC%laptop%
with%similar%specs%from%the%same%website.%As%you%can%see%the%PC%is%nearly%60%%
cheaper%than%the%mac%making%their%products%more%cost%friendly%and%accessible%to%
the%community.%So%overall,%both%brands%have%their%strengths%and%weakness.%
Whether%you’re%a%fan%of%Apple%or%Microsoft%both%brands%have%made%an%
undeniable%impact%on%our%society.%

%
% 20%
Old!Spice%
%
Another%brand%that%have%successfully%reEbranded%themselves%is%Old%Spice.%%Lets%
face%it,%this%company%has%been%around%since%the%1930’s%but%you%probably%would%
never%have%heard%of%them%before%2006.%The%main%reason%why%the%have%sky%
rocketed%in%popularity%is%because%of%a%very%clever%advertising%campaign%shown%
here%and%here%%
%
%
%
%
%

%
% 21%
The%problem%with%Old%Spice%before%they%rebranded%was%that%young%people%
perceived%them%as%a%brand%that%their%grandfather%would%use.%So%the%problem%
their%brand%was%facing%was%they%were%falling%out%of%touch%with%the%younger%
consumers.%Old%spice%decided%to%embrace%the%fact%that%their%target%market%is%for%
more%mature%manly%men%but%they%also%decided%to%use%more%technologically%savvy%
ways%to%market%themselves%to%young%people%as%well%(as%you%can%see%in%the%links%
above).%The%general%public%reacted%well%to%the%adverts%as%they%were%entertaining%
and%engaging.%These%adverts%successfully%create%myths13%about%their%brand%by%
utilizing%manly%men%like%actor%Terry%Cruz%or%American%Football%player%Isaiah%
Mustafa;%to%make%people%think%that%only%manly%men%can%exercise%the%right%to%use%
this%brands%products.%Old%spice%didn’t%successfully%reEdeign%their%brand%by%
changing%the%logo.%Instead%they%changed%the%experience%their%product%gives.%This%
combined%with%a%clever%advertising%campaigned%and%smart%use%of%social%media%
provided%a%fresh%identity%for%a%brand%that%is%close%to%90%years%old.%
%
Harley!Davidson!
%
%
%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%
%

%
% 22%
The%appeal%of%Harley%Davidson%is%essentially%masculine.%This%brand%has%
successfully%utilized%emotional%branding%to%create%a%biker%myth%–%the%freedom%of%
the%open%road%and%all%its%macho%connotations,%a%feeling%that%is%created%when%their%
consumers%ride%Harley%Davidson%motorcycles.%As%a%result,%they%have%built%up%an%
extremely%loyal%fan%base%that%loves%the%brand,%even%though%their%motorcycles%are%
technologically%inferior%to%their%closest%competitors.%It%is%the%feeling%of%power%that%
Harley%owners%crave%about%their%bikes.%In%the%year%2009,%Harley%Davidson%began%
to%expand%their%brand%and%started%selling%a%wider%variety%of%merchandise%such%as%
tEshirts,%socks,%cigarette%lighters,%and%ornaments;%which%was%fine%at%first%but%when%
they%released%a%perfume%product%they%crossed%the%line.%Harley%Davidson%became%
a%victim%of%brand%overextensionE%when%a%brand’s%identity%does%not%cause%an%
emotional%response,%which%in%turn%which%develops%into%a%desire%to%make%a%
purchase14.%You%can%see%how%this%would%be%a%problem%for%a%brand%that%utilizes%
emotional%branding%to%convince%people%to%buy%their%products.%The%lesson%to%be%
learned%here%is%that%you%should%focus%on%your%brand%values.%If%your%values%are%
strong,%masculine%and%very%rugged,%you%shouldn’t%be%selling%a%product%that%
doesn’t%reflect%those%values.%Another%mistake%Harley%Davidson%made%was%testing%
the%loyalty%of%their%core%consumers%by%stretching%the%brand%into%other%product%
categories.%This%dangerous%strategy%can%lead%to%what%marketing%experts%refer%to%
as%“brand%dilution”%–%in%other%words%a%watered%down%brand.15%%
%
However,%When%it%comes%to%creating%a%successful%brand%you%need%to%have%more%
than%just%a%good%logo%and%an%interesting%advertising%campaign.%Good%brands%will%
find%a%way%to%connect%with%their%audience%as%a%whole.%Good%brands%will%try%to%tell%
their%story%to%the%consumers%as%well%as%involve%themselves%in%the%consumer’s%
life/culture,%not%force%the%consumer%to%be%involved%in%their%product%or%service16.%%%
!
%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%
14%Brand%Failures%The%Truth%About%the%100%Biggest%Branding%Mistakes%of%All%Time%%
By%Matt%Haig%2nd%ed.%Publisher%London%:%Kogan%Page%2011%
%
15%Brand&Failures&The&Truth&About&the&100&Biggest&Branding&Mistakes&of&All&Time&&
By&Matt&Haig&2
nd
&ed.&Publisher&London&:&Kogan&Page&2011&
%
16%The%stuff%you%can't%bottle:%advertising%for%the%global%youth%market%
King%Adz%1969ELondon:%Thames%&%Hudson%2013%
%
%

%
% 23%
Nike%
%
Nike%was%one%of%the%few%companies%that%were%able%to%build%a%successful%
advertising%campaign%using%only%the%image%of%a%tick,%and%not%relying%on%the%name%
of%the%company%in%their%logo.%As%a%result%Nike%have%become%one%of%the%most%
recognisable%brands%in%the%world.%This%is%because%images%are%able%to%bypass%the%
language%barrier.%The%Nike%tick%is%a%symbol%of%all%the%things%this%brand%represents.%
Its%sharp%features%imply%a%sense%of%movement%solidifying%its%identity%as%a%iconic%
sports%brand.%The%clever%use%of%this%iconic%image%meant%that%people%could%relate%
to%this%brand%on%a%global%scale,%whereas%brands%like%FedEx%might%struggle%to%
relate%to%people%who%are%not%from%English%speaking%countries%as%their%brand%
identity%may%not%translate%well%into%their%language%or%culture.%%
%
Nike%is%so%much%more%than%a%tick%slapped%onto%a%trainer%to%make%it%look%cool.%Nike%
made%it%to%the%top%by%being%aggressive%innovators.%When%Scott%Bedbury%joined%
Nike%in%1987,%his%aim%was%to%help%Nike%become%a%more%inclusive%brand,%and%look%
beyond%the%core%market%of%young%fit%men17.%The%“Just%Do%It”%slogan%was%a%
watershed%that%established%a%broad%communication%platform.%They%could%then%
use%this%as%a%tool%to%talk%to%just%about%anyone.%Their%“just%do%it”%slogan%is%not%only%
reflected%in%their%brand%identity%but%through%the%way%they%rose%to%the%top.%They%
began%to%market%themselves%in%the%same%way%car%companies%marketed%
themselves%creating%branded%models%like%the%Pegasus%(1988)%the%Air%Max%(1987)%
and%what%has%to%be%the%most%successfully%and%expensive%celebrity%endorsement%of%
all%time,%the%Nike%Air%Jordan.%It%was%these%subEbrands%that%allowed%Nike%to%reach%
out%to%a%wider%audience.%Nike%built%upon%this%by%securing%further%endorsements%
%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%
17%Brand%Royalty%:%How%The%world’s%Top%100%brands%Thrive%&%Survive%%
By%Matt%Haig%Publisher:%Boston,%Mass.%:%Harvard%Business%School%Press%%
%

%
% 24%
from%other%sports%icon%like%Tiger%Woods%and%Cristiano%Ronaldo.%Using%sports%
icons%that%are%already%massive%brands%helped%Nike%grow%their%fan%base%and%tap%
into%the%lifestyles%and%interests%of%a%wider%variety%of%people.%
%
%
%
Here’s%a%video,%which%quickly%shows%the%history%of%one%of%Nikes%most%successful%
subEbrands%the%Air%Max.%https://www.youtube.com/watch?v=inbvsQ2Q3A0%
%
Nike%had%used%Air%cushioning%since%the%70’s%but%it%was%designer%Tinker%Hatfield’s%
window%to%the%sole%that%revealed%the%visionary%technology%to%the%world.%The%
design%was%inspired%by%the%Pompidou%Centre%in%Paris%a%building%whose%insideEout%
architecture%puts%its%mechanics%in%plain%sight.%%Since%then%the%influence%and%
inspiration%for%Nikes%products%have%come%from%a%variety%of%unexpected%things.%
For%example,%the%Air%Max%95%was%inspired%human%anatomy,%and%the%Air%Max%97%
was%inspired%by%the%bullet%train.%A%plastic%milk%jug%unexpectedly%inspired%the%
design%of%the%Air%Max%93.18%However%it%was%the%Air%Max%360%that%saw%the%
realization%of%a%goal%nearly%20%years%inn%the%making:%a%fully%foamless%shoe.%The%
landmark%achievement%of%completely%running%on%air%was%celebrated%with%a%
colour%way%that%paid%homage%to%the%Air%Max%1.%With%the%creativity%and%
aggressiveness%of%this%brands%products%combined%with%the%solidarity%and%mass%
appeal%of%its%brand%elements,%Nike%has%successfully%been%able%to%become%an%
initiator%of%trends,%rather%than%a%follower.%%
!
%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%
18%http://www.nike.com/gb/en_gb/c/sportswear/airmax%

%
% 25%
Adidas%
%
%
%
Sportswear%is%as%tribal%as%sports%itself.%Therefore%it%will%never%be%a%oneEbrand%
market.%Nike’s%main%rivals%Adidas,%focused%mainly%on%targeting%athletes%not%the%
masses%of%fans%that%support%them,%securing%their%identity%as%a%performance%
brand.%%The%founder%of%Adidas%Adolf%“Adi”%Dassler,%started%out%by%making%slippers%
out%of%military%bags%for%his%family%who%resided%in%Germany,%which%was%recently%
ravaged%by%World%War%I%19.%His%real%Passion%was%sports%so%he%contacted%various%
different%doctors,%trainers%and%coaches%as%well%as%drawing%from%his%own%input%
and%athletic%experience%in%order%to%create%a%well%researched%product.%His%aim%was%
to%create%a%shoe,%which%optimised%performance%for%each%different%activityE%such%
as%running%tennis%or%football.%%This%well%research%approach%earned%him%much%
respect%among%athletes%and%fans%alike.%Adidas%built%their%reputation%as%a%brand%
that%you%could%trust%by%Utilizing%what%they%had%learned%and%using%this%knowledge%
as%the%foundation%to%create%a%well%rounded%and%reliable%product%that%could%be%
worn%and%appreciated%by%everyone.%However,%being%well%informed%isn’t%the%only%
reason%why%Adidas%is%such%a%successful%brand.%Adidas%have%successfully%branded%
themselves%as%innovators%by%using%their%research%to%create%products%that%cater%to%
each%sport%respectively.%Studs%for%soccer%boot;%spikes%for%running%shoes;%nylon%
soles:%these%are%just%3%of%the%inventions%that%help%build%the%Adidas%brand20.%
%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%
%%%%%By%Matt%Haig%Publisher:%Boston,%Mass.%:%Harvard%Business%School%Press%%
%

%
% 26%
Furthermore,%as%an%athlete%himself,%Dassler%never%neglected%the%performance%of%
his%products.%He%always%looked%for%new%ways%to%improve%athletic%standards%
through%the%use%of%Adidas%equipment.%Unlike%other%brands%Adidas%keeps%its%
history%alive%through%its%Sports%Heritage%Division.%Far%from%making%the%brand%
seem%stuffy%and%outEdated,%its%“old%school”%ranges%are%considered%the%most%
fashionable%among%the%hipEhop%community.%Key%influences%such%as%Run%DMC%and%
Missy%Elliott,%as%well%as%sports%star%David%Beckham%have%helped%give%the%brand%
street%and%sports%credibility21.%%
%
When%it%came%to%competing%with%their%rivals%Nike,%this%brand%has%been%able%to%
retain%its%credibility%by%being%proud%of%its%past%and%confident%of%its%future,%as%well%
as%staying%innovative.%Even%though%it%may%now%be%partially%overshadowed%by%
Nike,%one%could%argue%that%Adidas%actually%benefits%from%its%second%place%status.%
Branding%like%sport%appeals%to%our%tribal%instinct22.%%Nike%and%Adidas%are%two%
tribes%that%may%hate%each%other%but%need%each%other%to%survive,%just%as%a%football%
or%basketball%team%needs%someone%to%play%against.%The%aggressive%competition%
between%these%two%brands%has%ultimately%made%them%both%stronger.%%
%
People!Brands!–!HipQHop!Culture!
%
Companies%aren’t%the%only%people%who%use%branding.%Individuals%can%be%brands%
as%well.%Considering%how%much%information%you%can%find%out%about%one%person%on%
social%media%you%can%safely%say%that%the%way%we%represent%ourselves%on%social%
media%platforms%is%similar%to%the%way%brands%represent%themselves%to%their%
consumers.%Actors,%Musicians%and%artists%must%all%find%a%way%to%successfully%
brand%themselves%otherwise%their%work%will%go%unnoticed.%%Social%media%
platforms%work%well%for%both%people%and%brands%alike.%In%order%to%have%a%
%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%
%
%
%

%
% 27%
successful%connection%with%your%consumers%you%have%to%create%a%platform%from%
which%they%can%use%to%connect%with%you.%
%%
Odd!Future!
!
%
%
Odd%Future%Wolf%Gang%Kill%Them%All%(OFWGKTA%or%just%Odd%Future)%is%a%group%of%
musicians%and%skaters%who%have%effectively%created%their%own%visual%identity,%
language,%and%music%genre%that%is%very%hard%to%define.%%Together%they%create%a%
unique%vibe,%which%is%missing%from%the%music%industry.%As%a%result%this%attracts%
people%who%are%curious%and%looking%for%something%different%that%is%outside%of%the%
normal%mainstream%culture.%This%has%allowed%them%to%blow%up%on%social%media,%
and%become%a%driving%force%in%the%music%industry.%%Although%their%music%and%
persona%maybe%for%those%with%acquired%tastes,%it%is%exactly%that%type%of%charisma%
that%makes%them%stand%out.%As%a%result%people%can’t%help%but%wait%to%see%what%
they%produce%next.%Odd%Future%is%a%group%that%has%successfully%taken%ownership%
of%their%music%by%combining%the%sound%of%HipEHop%with%their%own%brand%of%
strange%charisma.%This%gives%their%group%a%strange%but%authentic%and%unique%vibe.%
Authenticity%is%a%very%important%factor%for%hipEhop%artists%in%particular%because%
rap%music%was%originally%used%as%a%powerful%voice%that%reflected%the%subculture%
and%society%of%lower%class%people%in%western%society.%When%rappers%refer%to%being%
“real”%they%are%referring%to%authenticity.%If%you%or%your%music%isn’t%“real”%then%hipE
hop%fans%won’t%appreciate%your%sound.%%

%
% 28%
N.!W.!A%
%
%
N.W.A%(Niggaz%Wit%Attitudes)%was%an%American%hipEhop%group%that%originates%
from%Compton%California.%It%was%one%of%the%earliest%and%most%significant%
popularisers%of%West%Coast%gangsta%rap.%Their%music%was%incredibly%
controversial.%Their%lyrics%contained%material%that%was%disrespectful%towards%
women%as%well%as%glorifying%the%use%of%drugs%and%crime.%The%group%was%also%
notorious%for%its%hatred%of%the%police.%Their%debut%album%Straight%Outta%Compton%
was%released%in%1988.%It%reflected%the%rising%anger%of%urban%youth.%This%was%a%
time%when%police%brutality%and%racial%profiling%were%serious%social%issues.%Their%
music%was%like%a%rallying%cry%to%all%the%urban%youth%who%felt%like%they%were%being%
subjugated%by%the%police%and%high%society.%%Although%their%music%was%
controversial%it%seemed%to%reflect%powerful%views%of%society%at%the%time.%Their%
music%offered%an%insiders%perspective%of%violence%and%brutality%of%the%gang%ridden%
streets%in%South%Central%L.A.%The%reason%why%this%group%saw%so%much%success%is%
not%only%because%of%the%controversial%issues%contained%in%the%lyrics%of%their%music.%
This%group%were%the%only%ones%brave%enough%to%stand%up%for%the%urban%youth%and%
their%communities.%Their%explicit%lyrics%not%only%reflected%the%chaotic%nature%of%
their%neighbourhood,%but%also%an%authentic%and%real%subculture%that%was%created%
as%a%result%of%discrimination%and%injustice.%The%music%they%created%brought%the%
hipEhop%community%together%through%the%use%of%lyrics%that%represented%strong%
views%on%society%and%a%sound%that%reflected%hipEhop%culture.%%
%

%
% 29%
Wu!Tang!Clan!%
%
In%hipEhop%culture%and%communities%there%are%2%places%where%its%influence%is%the%
strongest,%California%L.A%(the%West%Coast)%and%New%York%Brooklyn%(the%East%
Coast).%In%1992%the%N.W.A%group%had%split%up%and%in%1993%the%WuETang%clan%
emerged.%Taking%their%name%from%a%powerful,%mythical%Kung%Fu%sword%wielded%
by%an%invincible%congregation%of%warriors%the%crew%is%a%loose%collective%of%nine%
MC’s.%They%proved%to%be%one%of%the%most%revolutionary%rap%music%groups%in%the%
mid%90’s%taking%the%crown%of%hipEhop%supremacy%back%to%the%East%Coast.%They%
turned%the%concept%of%a%standard%hipEhop%crew%inside%out.%Instead%of%releasing%
album%after%album%their%plan%was%to%establish%WuEtang%as%a%force%with%their%debut%
album,%then%spin%of%into%as%many%side%projects%as%possible.%In%the%process,%the%
members%would%all%become%individual%stars%as%well%as%receive%individual%royalty%
checks.%As%a%result%the%group%was%able%to%diversify%their%music%without%
compromising%the%identity%of%their%brand.%It%allowed%them%to%tap%into%different%
subgenres%of%hipEhop%music%like%Horrorcore%and%Hyphy;%as%well%as%sample%
different%sounds%from%Kung%Fu%movies,%adding%a%mainstream%element%to%an%
underground%sound.%Instead%of%creating%a%musical%sound%that%was%relevant%to%
people’s%lives%like%the%N.W.A,%the%WuETang%clan%was%able%to%create%their%own%
unique%sound%and%carve%out%their%own%place%within%hipEhop%culture.%In%a%similar%
fashion%to%the%way%Odd%Future%use%their%strange%brand%of%charisma%to%attract%
people%who%are%looking%for%an%alternative%hipEhop%sound;%the%WuETang%clan%play%
on%the%strengths%of%the%individuals%who%make%the%group,%in%order%to%create%a%truly%
unique%combination%of%sounds%mixed%into%one%brand%identity.%%

%
% 30%
!Subculture!Vs.!Status!!
%
To%really%create%a%successful%advertising%campaign%that%connects%your%brand%to%
your%target%audience,%you%must%first%understand%who%your%consumers%are.%Your%
brand%has%to%delve%deep%into%the%world%of%your%target%audience%and%contribute%
something%substantial%to%their%lives.%Simply%scratching%the%surface%is%not%enough.%
People%can%see%through%the%“fakeness”%of%brands%especially%when%your%trying%to%
sell%them%something%that’s%not%authentic.%%The%last%thing%you%want%is%to%end%up%
like%the%guys%who%designed%the%2012%Olympics%logo.%So,%in%order%for%brands%to%
connect%with%people,%they%must%first%tap%into%a%subculture%that%is%closely%related%
to%the%people%they%want%to%market%to.%%
%
Product%+%personality%=%brand%
%
Brands%who%want%to%build%a%relationship%with%people%have%to%first%listen%and%find%
out%what%the%people%want.%The%way%you%advertise%your%product%creates%the%
personality%of%your%brand,%and%this%can%be%adapted%to%target%specific%age%groups%
or%cultures/subcultures.%Brands%will%often%slowly%edge%their%brand%identity%into%a%
wellEknown%subculture%so%the%masses%will%associate%their%brand%with%a%specific%
style%or%group%of%people.%Well%that’s%how%branding%works%in%the%youth%market.%
When%a%brand%advertises%to%a%more%mature%audience%they%have%to%tap%into%
lifestyle%and%status%instead%of%subculture.%Several%different%Brands%Like%Louis%
Vuitton%and%Gucci%focus%on%creating%a%brand%and%product%that%is%designed%to%
emulate%status%and%wealth,%But%more%on%this%later.%%
%
Culture%and%consumption%have%become%tangled.%Culture%is%there%to%be%
contributed%to%and%participated%in,%not%consumed.%A%brand%with%a%vision%can%
enable%the%consumer%to%become%the%contributor.%It%is%the%duty%of%the%advertiser%to%
inspire%sustainability%and%preservation%of%culture,%not%just%focus%on%selling%a%
product%or%service.%%
%
%
%

%
% 31%
Vans!
%
%
%
Vans%are%one%of%the%few%brands%that%sell%a%product%with%an%authentic%feel%to%them.%
Although%they%market%themselves%as%a%skater%apparel%brand%and%involve%their%
brand%within%the%skating%culture,%their%product%is%able%to%create%a%“fuck%me”%
moment%with%millions%of%people%and%skaters%alike.%(According%to%the%book%The%
Stuff%You%Cant%Bottle%:%Global%Advertising%for%the%Youth%Market%%E%a%fuck%me%
moment%is%when%you%spot%something%and%the%world%stands%still%and%you%think%
“fuck%me%,%I%gotta%get%some%of%that%“23)%The%two%things%that%have%made%Vans%into%
the%successful%brand%it%is%today%are%Authenticity%and%Originality.%Somehow%they%
have%managed%to%create%a%product%that%has%a%strong%cultural%link%to%skating%but%it%
is%not%exclusive%to%skaters.%The%authenticity%of%Vans%as%a%brand%and%product%are%
timeless%and%in%return%this%creates%life%long%consumers%and%a%loyal%fan%base.%
%
The%reason%why%people%love%vans%is%because%their%brand%has%a%lot%of%substance.%
Their%clothing%was%made%famous%by%being%closely%related%to%a%popular%subculture.%
As%a%result,%their%brand%expresses%individuality%way%better%than%any%other%brand.%%
As%I%mentioned%before,%Vans%rely%on%authenticity%and%originality.%This%is%what%
separates%the%youth%from%their%money24.%When%people%buy%into%this%brand%they%
are%not%buying%a%cool%pair%of%shoes%or%a%new%tEshirt.%They%are%buying%into%the%
entire%skating%subculture.%%
%
%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%
%
%

%
% 32%
%
%
Vans%E%Est.%1966%|%Chapter%1E%https://www.youtube.com/watch?v=LA0uEHE8Hik%
Vans%E%Est.%1966%|%Chapter%2E%https://www.youtube.com/watch?v=1FwtEAJpbZU%
Vans%E%Est.%1966%|%Chapter%3E%https://www.youtube.com/watch?v=CEEeJ7Gkltg%
Vans%E%Est.%1966%|%Chapter%4E%https://www.youtube.com/watch?v=EHTdcy9KFas%
%
The%links%above%show%how%Vans%progressed%as%a%brand%since%their%establishment%
in%1966%and%also%shows%how%they%formed%a%close%relationship%to%the%skating%
community.%%To%summarise,%Vans%started%of%as%a%small%shoe%store%in%California%
during%a%time%when%skating%was%less%popular%and%everyone%was%more%into%
surfboarding.%This%meant%that%the%skating%community%was%very%small%and%closely%
tied%to%each%other.%Vans%developed%a%relationship%with%skaters%that%started%
wearing%vans%shoes%because%their%grip%on%the%skateboard%was%amazing.%They%
then%developed%a%shoe%with%a%vulcanized%sole%that%was%light,%flexible%and%durable.%
It%was%the%best%skating%shoe%at%the%time.%As%a%result%Vans%became%a%brand%that%
was%synonymous%with%skating%culture.%The%term%Vans%“Off%the%wall”%came%as%a%
realization%that%their%brand%had%become%a%deeply%ingrained%part%of%skating%
culture.%All%the%veteran%skaters%wore%Vans.%All%the%amateur%skaters%wanted%a%pair%
of%Vans,%because%once%you%had%a%pair,%you%were%officially%a%skater.%Vans%then%
began%listening%to%their%consumers%even%allowing%some%of%them%to%create%their%
own%shoes,%based%on%what%skaters%wanted.%For%example%the%Vans%Half%Cab%were%
created%and%named%after%skater%legend%Steve%Caballero.%The%value%of%Vans’%brand%
doesn’t%come%from%their%products.%It%is%a%legacy%that%is%passed%down%from%
generation%to%generation.%Wearing%a%pair%of%Vans%shoes%allows%you%to%become%a%
part%of%the%history%of%skating.%It’s%this%level%of%authenticity%that%makes%Vans%
incomparable%to%any%other%brand25.%
!
!
!
%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%
25%The&stuff&you&can't&bottle:&advertising&for&the&global&youth&market&
King&Adz&1969OLondon:&Thames&&&Hudson&2013&
%

%
% 33%
Louis!Vuitton!
%
%
Louise%Vuitton%is%the%ultimate%status%brand.%It%manages%to%combine%mass%
production%with%a%highly%aspirational%image.%It’s%one%of%the%world’s%largest%luxury%
labels%with%over%300%exclusive%shops%in%50%Countries26.%Louis%Vuitton%was%a%
carpenter’s%son%and%he%founded%the%company%in%1854.%Louis%made%his%brand%
famous%by%creating%luggage%bags%and%accessories%associated%with%travel27.%During%
this%time%period%only%the%wealthiest%members%of%society%could%afford%to%go%on%
holiday.%Travel%is%the%ultimate%association%for%any%luxury%brand%as%it%symbolizes%
wealth,%status%and%freedom.%However,%Louis%Vuitton’s%real%secret%is%control.%The%
brand%does%everything%itself,%from%design%to%distribution.%This%not%only%means%
ensured%quality%but%also%high%operational%margins%of%around%45%,%far%higher%
than%its%closest%competitors%like%Gucci%or%Prada28.%This%control%has%enabled%Louis%
Vuitton%to%pull%of%the%ultimate%high%wire%act.%It%has%managed%to%blend%prestige%
%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%
%
%
%

%
% 34%
with%populism,%retaining%the%connotations%of%a%luxury%brand%with%a%mass%
marketing%mentality.%The%luxury%signified%by%the%Louis%Vuitton%logo%has%become%
all%that%matters.%It%has%become%a%social%signifier,%commanding%our%attention%
simply%because%we%know%it%commands%other%people’s%attention.%%
%
The%main%difference%between%brands%that%rely%on%subculture%and%brands%that%are%
a%symbol%of%wealth%and%status%is%substance.%Brands%like%Vans%have%become%
synonymous%with%skating%culture.%Donning%their%apparel%has%become%a%gateway%
into%that%culture.%Brands%Like%Louis%Vuitton%have%become%a%symbol%of%wealth.%
When%people%wear%Louis%Vuitton%they%are%also%trying%to%symbolise%their%wealthy%
lifestyle.%So%the%main%difference%between%the%two%is%how%they%integrate%within%
society%and%how%they%make%the%individual%feel.%Brands%like%Louis%Vuitton,%Gucci%
and%Prada%all%focus%on%empowering%the%individual,%allowing%them%to%feel%like%they%
have%the%status%and%wealth%that%these%brands%symbolize.%However%those%brands%
lack%substance.%In%realty%their%products%only%create%the%feeling%of%wealth%due%to%
the%quality,%cost%and%exclusiveness%of%their%products.%This%doesn’t%make%them%a%
bad%brand;%it%means%that%their%brand%has%no%cultural%impact%because%they%focus%
on%emphasising%a%person’s%social%status.%It%is%a%brand%that%exists%to%be%consumed.%
Brands%like%Vans,%Nike%&%Adidas%empower%groups%of%people%by%tapping%into%the%
street%culture,%turning%their%brand%into%a%community.%This%gives%these%brands%an%
authentic%cultural%value.%So%while%brands%like%Louis%Vuitton%may%represent%
wealth%and%social%status,%brands%like%Vans%represent%a%cultural%wealth,%which%in%
turn%encourages%growth%within%their%associated%subcultures.%%
%
The!Black!Diamond!Market!Q!South!Africa!
!
The%“Black%Diamond”%is%term%coined%for%one%of%the%most%powerful%emerging%
youth%demographics%in%South%Africa29.%Since%the%end%of%apartheid%local%and%global%
markets%have%been%scrambling%to%sew%up%the%market%and%capture%the%money%of%
this%new%demographic.%In%the%beginning%agencies%tried%to%sell%an%aspirational%
%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%
%

%
% 35%
white%lifestyle%to%the%newly%empowered%South%Africans%but%this%was%an%
extraordinary%failure.%The%problem%was%the%people%making%the%creative%decisions%
were%white,%and%their%market%was%black.%They%had%no%idea%how%to%authentically%
tap%into%their%culture%and%create%a%brand%specifically%designed%for%young,%black,%
middle%class%South%Africans30.%It%was%important%for%them%to%recognise%the%youth%
for%what%they%were,%not%what%they%were%perceived%to%be:%black,%young,%South%
African%and%proud.%This%new%market%had%a%voracious%appetite%for%western%brands%
yet%they%retain%their%cultural%identity%and%many%of%the%values%and%behaviours%that%
go%with%this.%As%a%result,%agencies%were%unsuccessful%in%their%attempts%to%
westernise%this%demographic.%Clichéd%assumptions%that%the%black%youth%all%like%
American%rap%culture%don’t%work.%If%a%brand%were%to%successfully%tap%into%the%
black%diamond%market%they%would%first%have%to%study%the%culture%and%heritage%of%
South%Africa,%then%create%a%product%that%resonates%within%their%society.%One%great%
example%of%how%this%market%needs%to%be%researched%and%taken%seriously%is%the%
story%behind%Levi’s%EVA%jeans.%South%African%Agency%Instant%Grass%was%employed%
by%Levi’s%to%see%why%their%brand%wasn’t%selling%well%among%black%South%African%
girls.%Using%a%network%of%youth%informers%they%discovered%that%the%local%girls%
were%not%buying%Levi’s%jeans%because%they%didn’t%fit%their%“bigger%asses”31.%They%
helped%Levi’s%understand%that%African%girls%are%proud%of%their%curves%and%are%
shaped%differently%from%the%women%abroad.%Levi’s%took%this%on%board%and%rapidly%
developed%the%EVA%jeans%exclusively%for%the%South%African%market.%This%product%
was%extremely%successful%and%lead%to%the%creation%of%the%Curve%ID,%a%sub%brand%
within%Levi’s%inspired%by%the%success%of%the%EVA%jeans%bootylicious%Model.%What%
we%can%learn%from%this%is%that%in%order%to%successfully%integrate%your%brand%
within%society%you%must%first%understand%the%culture%and%lifestyle%of%your%target%
market.%If%you%can’t%sell%ice%to%an%Eskimo,%you%definitely%can’t%sell%western%culture%
to%a%market%that%wants%nothing%to%do%with%it.%%
!
%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%
%
%

%
% 36%
Service!Brands!–!The!consumer!Interface!
%
Branding%has%under%gone%a%lot%of%drastic%changes%in%the%recent%decade%mainly%due%
to%the%fact%that%the%Internet%is%making%it%much%easier%for%consumers%to%find%the%
things%they%want.%This%in%turn%makes%it%easier%for%brands%to%communicate%and%
connect%with%their%consumers%allowing%them%to%build%stronger%bonds%and%help%
their%company%grow.%Before%companies%use%to%reply%on%complex%supply%chains%
linking%designers%to%manufactures,%distributers%to%importers%and%wholesalers%to%
retailers,%allowing%goods%to%be%shipped%and%bought%all%over%the%world.%However%
consumers%can%now%connect%to%the%Internet%on%their%mobile%device%to%completely%
bypass%this%process.%If%you%want%something%you%can%just%contact%the%
manufacturer%online%and%have%them%ship%the%product%to%you.%So%it’s%less%work,%
less%hassle.%%
%
The%consumer%interface%is%a%website%or%app%that%allows%users%to%create%accounts,%
socialize%and/or%utilize%a%brands%service.%They%work%by%using%the%Internet%to%
connect%the%user%to%the%brand%as%well%as%other%people%connected%to%the%website%or%
application%(app%for%short).%In%this%day%and%age%the%customer%interface%is%
everything.%This%is%mainly%because%it%simplifies%the%way%consumers%interact%with%
brands.%I%can%literally,%surf%the%web%buy%the%new%Nike%SB%Paul%Rodriguez%RR%
trainers%I%want%from%eBay%or%Amazon%while%enjoying%the%comforts%of%my%home.%
Online%super%markets%are%quickly%taking%over%due%to%the%fact%they%not%only%
simplify%the%consumer%interaction%but%also%simplify%consumer%lifestyle.%%Services%
like%Ocado%or%Amazon%Prime%allow%consumers%to%buy%and%trade%anything%and%
everything,%ensuring%that%their%consumers%never%have%to%leave%their%houses%
again.%Super%Markets%fear%the%power%that%such%companies%get%when%they%build%

%
% 37%
relationships%with%the%consumer.%Which%is%why%it%is%of%the%utmost%importance%
that%Service%brands%in%today’s%society%have%a%strong%online%presence.%
%
%
%%% %
%
Uber,%the%worlds%largest%taxi%company,%owns%no%vehicles.%Facebook,%the%world’s%
largest%media%owner,%owns%no%media.%Alibaba,%the%world’s%most%valuable%retailer,%
owns%no%inventory.%AirBnB%the%world’s%largest%accommodation%provider%owns%no%
real%estate.%These%are%all%Brands%that%have%grown%exponentially%during%the%last%5%
years.%The%fact%that%these%services%are%all%consumer%driven%and%the%only%
interaction%they%have%with%the%brand%is%via%some%form%of%app%or%web%interface%is%
proof%that%something%interesting%is%happening.%By%allowing%the%public%to%take%
ownership%of%your%brand%you%can%enable%the%consumer%to%become%the%
contributor.%It’s%a%new%brand%of%consumption,%based%around%social%capital,%
ecological%capital%and%cultural%capital.%%However,%in%this%case%these%brands%create%
their%own%culture%of%consumption,%which%is%fuelled%by%the%consumers%themselves.%
The%consumer%interface%utilized%by%these%brands%has%allowed%its%users%to%create%a%
community%that%serves%themselves,%by%using%the%brands%service%to%serve%others.%
By%allowing%users%to%create%their%own%content,%these%service%brands%are%
encouraging%the%growth%of%their%company%by%tapping%into%communities%and%using%
a%consumer%interface%to%tie%them%all%together.%%

%
% 38%
Google%
!
Google%is%a%great%example%of%a%brand%with%a%stunningly%simple%yet%effective%
consumer%interface.%It%is%a%global%brand%like%no%other.%We%are%conditioned%to%think%
that%branding%is%something%that%surrounds%a%product%or%service%with%glossy%
advertising.%With%Google%branding%isn’t%something%that%surrounds%the%service,%it%
is%the%service.%Everyone’s%perception%of%Google%is%based%on%their%experience%using%
it,%so%there%are%no%flaws%in%their%band%perception.%This%also%means%that%they%don’t%
have%to%create%a%myth%based%on%subculture%to%make%people%understand%their%
brand%identity.%Peoples%experience%using%Google%couldn’t%be%simpler.%Even%new%
users%know%what%to%do%when%they%arrive%at%the%Google%homepage.%Google%views%
its%brand%from%the%eyes%of%its%consumers.%That’s%why%they%focus%on%improving%the%
user’s%experience.%Google%deploys%incredibly%complicated%software%to%create%an%
incredibly%simple%website.%Even%the%most%computer%illiterate%users%have%few%
problems%understanding%how%to%use%the%site.%Google%is%everywhere%on%the%web%as%
it%is%used%by%a%variety%of%other%websites%to%provide%search%listings.%%The%simplicity%
of%their%user%interface%allows%this%brands%service%to%transcend%language%barriers,%
giving%it%global%appeal.%%
%
Interface%companies%work%buy%helping%a%large%amount%of%consumers,%directly%
deal%with%the%people%who%supply%or%trade%goods.%Thus%connecting%a%huge%number%
of%people%(where%the%money%is)%to%a%vast%supply%line%(where%the%costs%are).%Good%
examples%to%demonstrate%how%this%works%are%social%media%websites%like%Twitter%
and%Facebook.%Why%would%you%go%out%and%read%a%newspaper%when%you%have%
twitter%and%Facebook%on%your%phone.%Facebook%gives%users%a%platform%to%share%
their%thoughts,%while%Twitter%monetise%the%news%feeds%and%supplies%users%with%
live%information%and%updates%allowing%for%quicker%and%better%interaction%with%the%
public.%%%

%
% 39%
Twitter!
%
Twitter%is%a%social%media%app%that%allows%people%to%interact%with%each%other’s%
lives%through%the%form%of%a%tweet,%picture%or%video.%However%there%is%a%strict%
character%limit%forcing%the%users%to%keep%their%tweets%short%and%simple.%%As%a%
result%Twitter%has%become%a%great%app%for%updating%your%status%as%well%as%
checking%up%on%the%latest%trends.%The%trending%feature%is%an%extremely%powerful%
feature%that%Twitter%utilizes%to%get%and%edge%above%its%competitors.%It%allows%users%
to%see%the%most%popular%tweets%and%catch%up%on%the%day’s%current%events.%Careful%
manipulation%of%this%feature%can%allow%brands%to%create%clever%advertising%
campaigns.%Victoria%Nyberg%started%a%campaign%for%the%Berghs%School%of%
Communications%in%Stockholm,%a%university%that%she%graduated%from32.%She%
represents%a%new%breed%of%advertising%talent%by%utilizing%and%manipulating%social%
media%trends%to%create%successful%advertising%campaigns.%The%brief%was%to%
promote%Berghs%and%its%graduating%class%to%the%advertising%industry%as%well%as%
attract%international%talent.%She%created%a%twitter%campaign%Called%“Don’t%Tell%
Ashton”.%They%executed%their%plan%by%inviting%people%to%take%part%in%the%world’s%
first%artwork%made%by%twitter%users.%People%paid%to%get%on%the%artwork%with%a%
tweet%and%the%more%followers%you%had%the%bigger%your%profile%picture%was%in%the%
frame.%The%only%person%with%enough%followers%to%fill%the%entire%piece%was%the%
most%followed%person%on%twitter.%At%the%time%that%was%Ashton%Kutcher.%Hence%the%
campaign%was%called%#Don’t%Tell%Ashton.%Here’s%the%final%result.%
%
%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%
%

%
% 40%
%
The%way%service%brands%have%utilized%a%consumer%interface%has%created%a%new%
and%interesting%way%for%brands%it%integrate%themselves%within%different%social%and%
cultural%parts%of%our%lives.%It%has%enabled%the%consumer%to%become%the%
contributor,%effectively%creating%a%market%driven%and%created%by%the%online%
community.%Our%relationship%is%no%longer%with%the%service%providers.%It%is%with%
the%individuals%that%come%together%and%create%a%community.%The%consumer%
interface%has%become%a%gateway%into%these%communities.%It%has%allowed%people%to%
form%groups%making%it%easier%for%brands%to%get%in%touch%with%them.%People%don’t%
like%twitter%because%it%is%an%amazing%brand,%they%like%it%because%it%can%be%used%to%
connect%with%other%people:%family,%friends%and%celebrities.%A%service%brand%is%
nothing%without%people.%So%using%a%consumer%interface,%apps%and%websites%
brands%can%narrow%in%on%the%interests%of%their%target%market.%
%
%
Conclusion!
!
So%what%makes%a%brand%succeed%and%fail%in%today’s%society?%As%you%can%see%there%
are%many%tangible%and%intangible%things%that%affect%the%way%people%integrate%with%
brands.%Whether%it%is%a%good%logo%or%product%everything%has%to%be%neatly%tied%
together%in%order%to%produce%the%wellEoiled%machine%that%is%a%brand.%However,%the%
things%that%all%successful%brands%have%in%common%are%lack%of%conformity%and%
clarity.%In%our%society%we%are%surrounded%by%brands%as%they%subtly%try%to%invade%
and%integrate%themselves%in%every%part%of%our%daily%lives.%A%clear%brand%message%
combined%with%a%clear%point%of%difference%is%evidently%the%key%to%a%successful%
brand.%I%guess%you%could%say%the%process%of%branding%is%like%the%process%of%
writing.%A%good%brand,%like%a%good%novel%will%be%able%to%translate%complex%human%
thoughts%into%a%simple%language.%As%William%Wordsworth%said%of%writers%“Every%
great%original%writer%must%himself%create%the%taste%by%which%he%is%to%be%relished.”%
Likewise,%every%great%and%original%brand%must%also%create%the%taste%for%which%it%
will%be%appreciated%and%ultimately%loved.%While%a%brands%success%can%be%inspiring%
it%can%never%be%copied.%This%ensures%that%even%if%two%brands%are%rivals,%fighting%
for%the%same%market,%they%will%never%look%and%act%the%same.%
%

%
% 41%
Bibliography,
%
Books!
,
&
&Logo&Design&Love,&Annotated&and&Expanded&Edition,&Second&Edition&By:&David&Airey&
Publisher:&Peachpit&Press&Pub.&Date:&August&20,&2014&
&
&Dharma&Singh&Khalsa,&M.D.&with&Cameron&Stauth.&Brain&Longevity:&The&
Breakthrough&Medical&Program&That&Improves&Your&Mind&and&Memory.&(New&York:&
Grand&Central&Publishing,&1999.)&
&
The&stuff&you&can't&bottle:&advertising&for&the&global&youth&market&
&
How&Brands&Become&Icons&The&Principles&Of&Cultural&Branding&&
By:&Douglas&B.&Holt&Publisher:&Harvard&Business&School&Press&2014&
&
Brand&Royalty&:&How&The&world’s&Top&100&brands&Thrive&&&Survive&&
&
Brand&Failures&The&Truth&About&the&100&Biggest&Branding&Mistakes&of&All&Time&&
By&Matt&Haig&2nd&ed.&Publisher:&London&:&Kogan&Page&2011&
&
&
Websites,
,
Apple&
https://www.quora.com/WhatOisOtheOoriginOofOtheORainbowOAppleOlogo&
&
Nike&
http://www.nike.com/gb/en_gb/c/sportswear/airmax&
https://www.youtube.com/watch?v=inbvsQ2Q3A0&
&
Vans&&
https://www.youtube.com/watch?v=LA0uEHE8Hik&
https://www.youtube.com/watch?v=1FwtOAJpbZU&
https://www.youtube.com/watch?v=COOeJ7Gkltg&
https://www.youtube.com/watch?v=EHTdcy9KFas&
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