Monday, November 22, 2010

"Flesh & Blood" of Branding




This week's sharing session (week 47) was definitely an energetic one, Laston gave a little insight to his views on "Branding". For those of you who have missed out on our sharing sessions, we have changed the format to one person a week.















So brace yourself and lets get straight into it - a brand is like you and me, for a person to understand "Branding" they must first look at themselves as a human being and an individual. Let's relate different parts of Branding to parts of the human body - a simple analogy to help us understand Branding as a whole. For those of you who know Branding but find it challenging to explain it to those who don't, here is a great place to start.

Our brain can be related to a brand's "core idea", other parts of the body can also be related to Branding, for example, bones represent "Brand Structure", the mouth represents the "Tone & Manner" of the brand, clothing/hairstyle are "Graphic devices", the heart is the emotional feelings that the brands gives off.

We're not done yet, we can break Branding down even deeper, for example, your hands in Branding is the "Advertising & Design", as it delivers, "Behaviour" also falls under the hands of Branding. Your feet, the Strategy and Marketing in Branding because they keep the brand up and support it. Laston has only touch the surface of this, hope you enjoyed his insight into what he calls the "Flesh & Blood" of a brand.

This sharing session has cleared our understand about our relationship with brands and now Branding can be explained to clients without having to use clever jargon that some clients just don't get. Cleverness Vs Clarity - Clarity wins!


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