I gathered from Frankel’s excerpt that great branding is founded on great differentiation. I enjoy the principle that your product must simply stand alone among others. Those techniques employed by, what he calls, the ‘Big Time Brands’ are there to prove to potential buyers that there is no other real solution to their problem other than the one offered by their own product. Frankel also lists common elements among good brands that I think are relevant when thinking about my design concepts in general, including communicating a message clearly, quickly as well as striking an emotional chord with the prospective buyer or client and engaging them to close the sale. I particularly enjoyed his comment ‘advertising grabs their minds. Branding gets their hearts’ revealing that intimate space that must be acknowledged between product and its buyer.
The wikipedia readings remind me that my design elements, whether logos, logotypes or other concepts must strive to be in keeping with my clients corporate identity. My design no matter how modest is ultimately developing, reinforcing or renovating my client’s reputation or their company “persona”.
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