How to Rethink Your Branding
Photo from Wolff Olins "Game Changers" Report
As a strategic design firm, one of our key capabilities is developing a visual brand language for our clients. A great branding strategy helps define who the company is or who they want to be. Recently, Fast Co.Design sat down with CEO Karl Heiselman of Wolff Olins, an international brand consultant, to talk about their study of game-changing companies and the firm’s insights on how branding must change for businesses to grow faster and better. The report revolves around some basic ideals pioneered by some of today’s leading companies, including, among others, Google, Facebook, and Apple.
“Ideally, every company should provide a service or product valuable enough that people willingly pay for it. But Heiselman argues that the bargain has changed, with the rise of social media and the constant dialogue with consumers it enables: It’s not enough that a product be well designed. It also has to be responsive: In the course of its lifespan, every new product or service has to change based on the way people actually use it, rather than how it was intended to be used. It’s not enough that a product be well designed. It also has to be responsive: In the course of its lifespan, every new product or service has to change based on the way people actually use it, rather than how it was intended to be used.”
—from Fast Co. Design
It’s a great article with some key insights into branding and the behaviors that are shaping the future of business. You can read the full article from Fast Co. Design here and download the full report titled “Game Changers” from Wolff Olins here.
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