Based on some recent work we've been doing, it's becoming more and more apparent to me that there are two irreconcilable points-of-view around the role of brands. These views exist both within the agency world as well as the client world, and I'm not sure that you'll have any luck shaking a holder of either belief and convincing them of the other.
The one view says that brands are there to provide consistency and reassurance. They are designations of a familiar set of qualities and values. This view leads to brand communications that present an integrated front for the brand.
The other view says that brands are here to surprise and delight their customers. They inspire and enrich you by presenting new and interesting sides of themselves. This view leads to brand communications that, while based on a central belief, can look and feel purposefully diverse.
As in most black and white debates, I'm not sure either side is completely right or wrong, it would seem to depend on the context. However, I'd love to to see where you all fall.
Share ideas that inspire. FALLON PLANNERS (and co-conspirators) are freely invited to post trends, commentary, obscure ephemera and insightful rants regarding the experience of branding.
Thursday, November 30, 2006
Posted by Adrian at 11/30/2006 09:06:00 AM