Comments on: Shiny, Shiny Logos

By: Henry Kaye

Henry Kaye — Sun, 07 Mar 2010 02:54:27 +0000

Sorry but I find Brand Identity to be tautological when talking about Corporate logos. On customer experiences, also I find depending on who you talk to… given their discipline… will often replace the adjective before “experience” or “identity, marks and strategy” with the discipline they use to approach the problem. i.e., Any lack of objectivity into the perspective of the problem renders it purely semantic (not to mention confusing!) as people who find problems tend to find problems within their means to solve, ascribing the appropriate adjective and lingua franca relative to their problem-solving domain. Personally speaking branding should remain only as an umbrella term on the balance sheet.

By: Henry Kaye

Henry Kaye — Sun, 07 Mar 2010 02:14:17 +0000

“To me, Branding is a junior profession. Branding is about marketing. Identity is about leadership, which incorporates marketing.”
Totally agree with Tony. Branding is subordinate to Corporate Identity *not* the other way round. To some people the Brand is a proxy for image, for others the Brand’s a consequence of everything the company does! Given the later definition, Branding ≠ Brand.

By: Scott Lerman

Scott Lerman — Wed, 05 Aug 2009 01:51:49 +0000

The transition from founder to the second generation is always a test of where (and if) the brand lives. EDS never recovered from that handoff. Of course it doesn’t help when your founder starts a rival company!