tumblelog on branding
edited by kenji saisho


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«Steve and I spent months and months working on a part of a product that, often, nobody would ever see, nor realize was there. It didn’t make any difference functionally. We did it because we cared, because when you realize how well you can make something, falling short, whether seen or not, feels like failure.»

Jony Ive, talking about building Apple products with Steve Jobs during a long sit-down with John Arlidge. (via parislemon)

Ad: Iconic | The Sunday Times

Iconic, literally!

Interview: Allison Johnson, former head of marketing at Apple | 99U

"Marketing is not selling".


OSX — When you download a file, the default Date Modified is January 24, 1984. The date the first Macintosh computer went to sale.

Documentary: Font Men

You may not have heard of Jonathan Hoefler or Tobias Frere-Jones but you’ve seen their work. Before their recent split they ran the most successful and well respected type design studio in the world, creating fonts used by everyone from the Wall Street Journal to the President of the United States.
Font Men, gives a peek behind the curtain into the world of Jonathan and Tobias. Tracking the history of their personal trajectories, sharing the forces that brought them together and giving an exclusive look at the successful empire they built together.

Article: How Apple’s Famous “I’m A Mac” Ads Branded Fanboys For Life | Fast Company

Research shows that Apple’s ‘Get a Mac’ campaign was able to create style, pizzazz, and image that connects at a deep level with consumers.

Milton Glaser x Mad Men

(via parislemon)

(via minimalmac)

VIDEO: Interactive out-of-home ad | APOLOSOPHY

This billboard will blow your mind and…

(Source: http://www.stopp.se/)

BOOK |★★★★★
Lovemarks: The Future Beyond Brands


"For great brands to survive, they must create ‘loyalty beyond reason.’" is the main statement by Kevin Roberts, Saatchi & Saatchi’s CEO Worldwide. Making a compelling argument about the evolution of products to trademarks and then to brands, the author asserts that brands have run out of juice. More and more people in the world have become to take for granted great performance from products, services and experiences. The author looked closely at the question: What makes some brands inspirational, while others struggle?, and came to the conclusion that brands are already passé and the next step for them was to acquire “loyalty beyond reason” from their users. How to do so? Marketing deals with emotional human beings, and yet businesses have been treating them like numbers, targets, and statistics. In order to achieve a “Lovemarks status”, brands need to appeal to the emotional side of consumers, because human beings are powered by emotions, not by reason. Quoting neurologist Donald Calne: "The essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions", the author advocates the use of the following three elements that bestow Lovemarks with their special emotional resonance:

  1. Mystery: great stories (past, present, and future)
  2. Sensuality: sound, sight, smell, touch,  taste
  3. Intimacy: commitment, empathy, passion

Lovemarks provides a fresh and bold perspective regarding the future of brands and what will make them thrive, and I would recommend this book to anyone in the advertising, branding, consulting & marketing fields.

(Image source: www.saatchikevin.com)

«The essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions.»

QUOTE x Donald Calne

Food for thought!

REPORT: Interbrand | Best Japan Brands 2014

  • Total value of Japan’s Best Global Brands rises 5.8% year-over-year, reaching the highest level in the history of the ranking
  • Automotive brands Toyota, Nissan, Bridgestone, Subaru, and Mazda see sharp increase in brand value
  • Uniqlo’s brand value exceeds that of U.S. rival Gap

(Image source: http://www.interbrand.com/)

VIDEO: The bottled Walkman | SONY

Waterproofed to the last drop.

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