Advertising Practitioner: The dismal nature of the branding science has started to become clear to business recently and they’re starting to vote with their investments and appointments. They’re turning from the people who create perceptions of value to the people who create actual value - the designers, technologists, innovators…
… I think that’s partly because we’re stuck in an intellectual cul-de-sac; the brand model is broken and it’s stopping us [from] thinking. A lot of communications thinking at the moment seems to be about taking all the old assumptions and just applying them to different channels and different technologies…
… I think it’s the hubris we have to get rid of. Launching logos is not the way forward. A logo should be repository of meaning, not a substitute for it. And you have to build that meaning, not borrow it. We should be announcing smart and interesting things and then saying; by the way, this is the logo for it.
2007.06.22 at 8:12 am / business
