As much as creativity is the key word here, your creativity may not go to far if its not branded right. Whatever you do, should be branded properly. What distinguishes a product from another is the way it is packaged, branded. Now what is the meaning of branding and how can it help one grow?
Branding is a type of product manufactured by a particular company under a particular name.
Hmmm!!!!! what do they actually mean. If a product is unique and has a strong brand no matter what storm come its way it is able to survive and sustain its brand.
The most popular brand is the Coca cola brand, Coca cola is the most recognized brand in the world. In 1915 Earl R. Dean of the root glass company was given a task to design a bottle for Coca cola of which when dark the bottle could still be recognized. Not only that even when smached the coca cola bottle could be recognized by its pieces. (This is making the little things matter in other to achieve one’s aim). Today Coca cola is sold in over 200 countries around the world, that’s an estimation of WHAT? The whole world. It cuts across religion, beliefs and culture.
An interesting brand is the Kellogg’s brand. After spending many years experimenting and researching, Kellogg’s had a deal with a Dannish commercial music laboratory that specialized in the exact crunchy sensation of a breakfast cereal. kellogg’s wanting to patent their own crunch had the laboratory create a highly distinctive unique crunch for kellogg’s. The day kellogg’s introduced their new brand the level of the brand skyrocketed. (Hmmmm don’t you just love the crunchiness of the Kellogg’s each time you take a spoon?)…
Has it ever occurred to you why you always smell freshly baked bread whenever you go into big departementals stores that have bakeries? Its almost impossible to walk pass the smell of freshly baked bread even when you are on a diet. Departmental stores use specially designed vents to disperse baking aromas. e.g. “Shoprite”. (Hmmm!!!! no wonder one always perceive the smell of freshly baked bread). One can never underestimate the power of a strong brand.
The brand most loved by families is “Walt Disney”. Each of its creative pieces stand out uniquely in its own way. Example ” Mickey Mouse, Donald duck, the fairytales stories, Hannah Montana, The Jonas Brothers, High School Musical. Kids make their parents buy and buy and buy. Right now you can almost find Hannah Montana everything. The novels translated in different languages, hair cream, hair color, eye color, Barbie dolls etc. (Note: Hannah Montana television series only debuted March 24, 2006 on the Disney Channel) hmmm! what a strong brand.
In our quest to be creative or encourage the best creative minds ever we should learn that creativity mixed with a powerful branding, especially brands through touch, taste, smell, sight and sound will set us apart from the crowd.
Extracts: “Brand Sense”, by Martin Lindstorm.
P.S: go and build yourself a strong brand”
Remember Interface ” the creative Community” is always here for you.