Lemley article featured in Nov 2007 issue of Design and Display Ideas Magazine’s. The article, ‘The Indelible Brand, Bonding with the Customer’ is featured in the publications ‘Think Tank’ section, a monthly column for industry leaders to provide innovative perspective on branding and design. ‘The Indelible Brand’ emphasizes the importance of bonding with the customer through a brand’s unique individual character communicated through its personality.
As an example, Lemley states: “The melding of the personality of the customer with the personality of the brand is what relationship building is all about. It’s the alchemy that defines the unifying aspects of the experience and how to best communicate and design it.”
He explains: “A brand that is successful at cultivating customer loyalty, is one in which the character comes through the personality and is revealed in the experience. It conveys:
1) a sense of belonging,
2) a reason to believe,
3) an authentic representation of the brand.”
Design and Display Ideas is one of the top retail design publications in the country. With a combined readership from its print publication and website of over 60,000, DDI provides corporate design executives with up-to-date trends, information, products and news about the retail design industry.
To read article Download PDF
About Lemley Design
Lemley Design is a retail brand consultancy with over twenty years of experience. The Seattle based firm collaborates with companies on a full range of brand identity and brand communication initiatives. Lemley Design’s clients are some of the most recognized and respected names in the retail industry including Starbuck’s, The Home Depot and Nordstrom. These companies advocate connecting with the customer on an emotional level to achieve brand loyalty and the building of significant brand equity. Lemley Design has a proven track record of achieving this goal by successfully defining the brand within the relevant cultural context.
