Many companies separate strategic action from creative action. On one side stand the strategists – analytical, logical, and data-driven. On the other side, the creative thinkers – intuitive, emotional, and expressive. I believe that strategy and creativity should inform and inspire each other. This philosophy, I am convinced, exerts a positive, charismatic, and sustainable influence on branding processes and on the development of new brands and products.
A well-known truth: a brand is not a logo. Nor is it a product or a visual identity. A brand is, ultimately, the perception a person has of a product, a service, or a company. Only through interaction between people and their environment can a brand come to life and begin to develop its own personality.
All we can do is responsibly guide brands and nurture their unique personalities.
My Approach to the World of Brands: Brands exist in a restless communication society where images reign supreme. They are the bearers of information, emotion and values. They are a part of our cognitive world: visionary, straightforward, clear-speaking. Famous brands are celebrities. Unmistakable and unique.
Like people, brands are inevitably subject to continuous transformation. Making branding decisions means thinking ahead – anticipating future needs to ensure the sustainable, positive development of a product, a service, or a brand. In brand management, short-term actions are almost always risky.
NNWest Brand Identity Manifesto describes the life cycle of a brand in ten principles:
01 Brands exist according to a genetic code.
02 Brands crave education.
03 Brands need room to grow.
04 Brands evolve continuously.
05 Brands develop character.
06 Brands are allowed to make mistakes.
07 Brands operate by clear rules.
08 Brands interact with their environment.
09 Brands are distinctive individuals.
10 Brands are like organisms, they exist in every moment.
