When Substance Meets Style
For this last chapter I have included several brands that come across as magical and unique in their own categories. There isn’t just one defining characteristic that make these brands wow brands but many. But first of all let me introduce you to these local heroes:
Green & Blacks
Monkey 47
Click here for a short video
If you liked the short video, click here for more
Stumptown Coffee
Hendrick’s Gin
As
you will have probably noticed all these brands share several elements in
common:
1. Very detailed and
elaborate “story telling”, expressed as craftsmanship for its ingredients,
production process and/or its history
2. Distinctive design
expressed via its tone of voice and typography Overall, these brands seem to have
mastered their tone of voice having in mind what brand personality they want to
express. This is a competitive advantage in the mature markets where these
brands operate where marketing messages are often homogeneous and based on
similar concepts.
As a result of properly
activating points 1 & 2, the values and brand
personality come through very
clearly and therefore we see the connection
between what the brand says, does, and
how it is perceived.
A really interesting blog with lots of brands grouped into well derived sections.. I enjoyed! Story telling is really key and a brand with a personality really helps to connect with wow consumers! A good read, thank you.
ReplyDeleteTotally agree! I personally believe the brands which can't tell a story which connects to people's hearts won't be able to grow! In terms of design as well I think it should connect to what people believe in!
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