Sometimes branding is misunderstood in the same way as a name or a logo. It’s not. Branding is about telling stories and evoking emotions. This is why we pay PS20 more to wear Nike trainers. Not because they are faster but because of the story that has been told. Their sales figures, which are not responsive to product archie heaton improvement, rose 31% in the days after their famous Kaepernick campaign.
Why Archie heaton?
It retold the story of Nike’s fearless determination and grit that has been infused its brand with, and that, if truth be told, we all hope will show off with every purchase.
The world is changing and brands philip daniel bolden cannot control their narratives any longer, other than occasional archie heaton ads or billboards. Instead, we live in an experience economy. We interact with our favorite brands multiple times per day and literally touch Apple and Google’s services more often than several times an hour. This means brands’ stories are not just the stories they tell occasionally, but the sum of all these interactions.
Disney does not mean what they say it does. It means something completely different for everyone and it is dependent on everything we have seen, every store we have entered, and every toy we’ve owned.
The concept of brand is being stretched in this new world. Brands that tell compelling stories now have full sensory brands. This means that brands are not just static logos, but live, moving objects that move across all aspects of a company’s business – known as their motional identity. archie heaton Channel 4’s light and clunky movements can be identified on any channel they use.
The British Heart Foundation is a great example of this new approach. Their rhythmic beat ties all communications together and gives them a common fluidity as any logo.
Archie Heaton: Why brands must be heard and seen
Sometimes branding is misunderstood in the same way as a name or a logo. It’s not. Branding is about telling stories and evoking emotions. This is why we pay PS20 more to wear Nike trainers. Not because they are faster but because of the story that was crafted. Their sales figures, which were not responsive to product improvements but rose 31% in the days after their famous Kaepernick campaign, are a clear indication of this.
Why? It retold the story of Nike’s fearless determination and grit that has been infused its brand with, and that, if truth be told, we all hope will show off with every purchase.
