What’s in a brand?

13 Oct

“Brand is not advertising. Brand is not a logo. Brand is not marketing. Brand is unique. Brand is seduction. Brand is action . Inspiring creative culture. Reframing charity. Creating 3 new businesses in 6 months. 50 million customers in the first month. Adding Vitality. Putting optimism in a phone. Putting optimism in the world. Adding value for clients. Streamlining the world’s largest organization. Breaking through and breaking even in 18 months…Branding the unbrandable….Branding is bettering. Branding is creating.  Branding is action.”

This is from the Wolff Olins website introduction. Go to it. Wolff Olins is a London based branding consultancy agency that has worked with clients from AOL to project (red). There is a shift in good advertising to create a meaning for a brand. If this intro doesn’t inspire you to do good work, I don’t know what will.

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