'Symbols are immensely powerful. They act as visual triggers which work many times faster and more explosively than words to set ideas in the mind. Many symbols are, as we know from jung and others, an intrinsic part of the human vocabulary of expression and comprehension.'
p.30
'brand experiences'
p.39
- the environment - environmental factors are being called brand experiences
- can walk around, touch stuff
'service brand'
p.42
- every single experience is different
- not the same as product led branding like mars bar, tastes the same every time
- the people who work for the brand are the brand
'This is called 'brand architecture'. The architecture should be clear, easy to comprehend and consistent.'
p.44
'the corporation is the brand'
p.46
- it uses one name and one visual system throughout
- eg. ikea, ikea family etc.
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