Brand Building: Character Counts (Construção da Marca: Conceitos de Caráter) by David Lemley23 AUG 07 Lemley’s feauture article written for the Brazilian corporate marketing and design community, discusses the importance of developing a brand’s character as a guide map for every other decision in the design and development process.
In the article, Lemley advises companies to be genuine with their representation by keeping the brand character paramount throughout the design process. He also emphasizes that character traits can only be attributable if the message matches the reality.
As an example, Lemley states:
“Apple can genuinely attribute ‘cutting edge’, ‘cool’ and ‘creative’ as pillars of the brand. These are genuine, unique and differentiating elements inherent in the brand’s character and identity.”
Speaking to an international audience, Lemley emphasizes the ability for a brand to create its own culture that, if unique and truthful, can relate to consumers across cultural barriers.
He states: “Coke and McDonald’s, while decidedly American brands, have successfully integrated into other countries by remaining consistent to their character. Starbucks has also achieved global success by remaining true to its own ‘big idea’ of uniting culture with design. The experiences become universal across cultures, not be recreating themselves in every market, but remaining consistent to their vision of creating a unique experience.”
view the article in Portuguese or for an english translation, email Diana Fryc diana@lemleydesign.com, and she will send it to you. |