The best identity programs embody and advance the company’s brand by supporting desired perceptions. Identity expresses itself in every touchpoint of the brand and becomes intrinsic to a company’s culture—a constant symbol of its core values and its heritage.
Marketing is influence, information, persuasion, communication, and dramatization. It is also an art and a science, determining new ways to create a relationship between the consumer and the product.
Packages are brands that you trust enough to take into your home. We are continually comforted and cajoled by packaging shapes, graphics, colors, messages, and containers. The shelf is probably the most competitive marketing environment that exists.
Bringing brands to life is facilitated by a world in which bandwidth no longer constricts creativity and communication. Digital media, sound and motion support the essence and meaning of an identity.
The web has made us all global companies. In cyberspace, on our desktops, and on our mobiles, geography has become irrelevant. While globalization has blurred the distinctions among cultures, the best brands pay attention to cultural differences.
The consumer is no longer a faceless statistic in a report. Consumers have become an active participant in the brand building process. Share, tag, and comment are the new mantras. Imagine a global cafe where everyone is a player, producer, director and distributor.