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Monday
Oct102011

Why branding?

The other day I spotted a silver sedan on the road with absolutely no logos, markings or other identification. It struck me as really odd, and reminded me just how many brands we are exposed to as part of our daily landscape. Interestingly, not having a logo made this car stand out. But it felt generic. I imagined buying this car. Would I feel safe in it? Tell my friends about it? Trust the company that made it?

This got me thinking about the importance of branding and how much value those little logos carry. Take a look at the two cars above. One costs about $30K more than the other. Can you guess which? And of that $30K, how much can you attribute to the logo?

This is the value of branding. It requires bold creative, consistently applied, and a long-term investment. It’s about finding something to stand for, and then staying with it, so customers can believe it, identify with it, and share it. And the funny thing is, as with the photo above, a logo doesn’t have to be huge. It just has to be there.

 

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