This video is interesting.. although your brand is more than just a brandmark.
Your brand is your soul, it's your culture, it's the intangible emotion that resonates within your customer when they think about your company. It's the emotion that your employees feel when they come to work. It's what your kids think about when they tell their friends where you work.
If you're doing it right, your brand will strike emotions, in different ways, with everyone who comes across it.
I can't say enough about it. There are plenty of examples of brands that resonate, brands with culture and soul. Brands that stand for something. Brands like Apple, Cadillac, Callaway, Ferrari, Starbucks, Twitter, and Xbox all have an identity that people can identify with.
Unfortunately there are plenty more examples of those giant soul-less brands whose founder values have long left, and the soul, culture, and energy have basically evaporated.
I don't know what it is, but you just can't go to school and get a masters degree in marketing and expect to "get it" overnight.
Maybe it's a founder thing, it's something I think about often when I see another "me-too" product come off a line somewhere. It bugs me to see designers emulate without soul or substance, and it's obvious when they do.
....you know who you are you lazy bastards :)
