The Why, What and How of Branding

Aug 31 2014 Published by neilgains under branding

There are many frameworks for developing brand identity, including prisms, onions, pyramids and a multitude of shapes and structures. In Brand esSense I use a simple framework of Why, What and How to think about the different touch points that communicate brand identity, and this is the framework that TapestryWorks use in our Brand esSense® workshops with clients, taking the ideas beyond touch points to consider all relevant elements of brand strategy and execution. This is a powerful and simple way to think about the most important truths of your brand and business.

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The Joker (Archetypes #1)

Nov 04 2012 Published by neilgains under archetypes

“The only difference between me and a madman is that I am not mad.” – Salvador Dali

Salvador Dali epitomises the idea of disruptive imagination, combining elements of the Joker and Rebel archetypes. In a previous article we discussed the importance of the archetypes and how they relate to basic human motivations (link here). In the article, I cited Virgin as an example of a trickster brand, combining the fun and enjoyment of the Joker archetype with the rebellious values of its owner Richard Branson. I will discuss the Rebel archetype in the next post in this series. Read more »

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