Architecture As Brand

Architectural design conceived as part of an overall brand strategy can effectively demonstrate the promise behind a brand.

An architect with Seattle’s NBBJ remarks:

[B]randing [i]s the chemical reaction in the back of your head that happens when you are exposed to a brand. For instance, when I’m exposed to Volvo, I think of safety. Physical space in a building speaks to you the way branding does. Architecture is a form of branding; it is more than making a place functional. It can affect emotions and decisions, just like great marketing does.

We agree.

For example, Starbucks works to ensure their retail and business office spaces are designed to demonstrate to every employee and customer the essence of their brand.

Great architecture addresses basic human needs, attracting the equivalent of members to a club by projecting inclusion and the opportunity for affiliation. It is branding. By design.

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  Wednesday, May 16th, 2007 - 8:55pm  |  Apparel & Retail + Brand Image/Identity + Brand Personality + Emotional Branding  |  Comments (0)

Brand Naming As Chemical Reaction

This from our friends at Wordlab, about the short-lived energy drink Cocaine, soon to be re-launched under the brand name Censored, a name far more effective in connecting with a target audience than the inane BlaK.

Read more here.

[More posts about Brand Naming | More posts about Beverage Branding | More posts about Brand Strategy | More blogs about Brand Naming]

  Monday, May 14th, 2007 - 2:04pm  |  Brand Naming + Food/Beverage  |  Comments (0)

There’s Marketing, and There’s Branding

We like this quote pointing to the difference between branding and marketing:

Branding isn’t about giving away T-shirts with your logo on it. It’s about creating an experience or emotion that is memorable enough to talk about or to recommend.

Read more in this from CRN Australia.

[More posts about Brand Strategy | More posts about Branding v Advertising | More posts about Emotional Branding | More blogs about Branding v Advertising]

  Tuesday, May 1st, 2007 - 3:41pm  |  Branding v Advertising + Emotional Branding  |  Comments (0)