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To grow without a brand is to buy attention, to grow with a brand is to earn it.
The difference between triggering attention and having earned it is not noticed while the campaign is still running. It is noticed the day it is turned off.
Updating a brand with a track record without betraying what made it valuable
Redesigning a brand with history is neither starting from scratch nor leaving it untouched. It is a more delicate problem: deciding what to protect and what to let go.
Branding for digital brands: the architecture of the intangible
In the digital environment, confusing visibility with relevance is a common mistake. We analyse how to articulate branding designed to last and transform an intangible proposal into a real asset.