Brand Codes: Lessons from a $65 Million Re-Branding Disaster
First, what the hell are brand codes? And how do they strengthen memory structures while increasing profits?
The most well-known brands in the world. Coca-Cola. McDonald’s. Nike. They all have strong visual identities that are immediately recognizable.
You finally receive the design, but it just really didn’t hit the mark. That's because of a poor (or nonexistent) Creative Brief.
If you have the right artist, they make their decisions consciously and objectively for the purpose of drawing attention. And they do it using an invisible ally.
A “scrapbook company” doesn’t have the emotional connection to your brand that you do; so they give you a templated product that looks like everything else. Unremarkable.
Advertising creatives and graphic designers groan at a client request to “make the logo bigger.” And both the request and the reaction are entirely understandable.