This is a useful excerpt from a book I’m reading entitled Brand Strategy, Design and Implementation of  Corporate & Product Identity by Helen Vaid. As a branding professional you will constantly be asked to explain the service and purpose of the work you perform and it’s important to convey this in a simple way to potential clients. Here is how it is conveyed in the book:

“A brand is defined as a distinct product, service or business. Branding is the act of impressing a product, service or business on the mind of a consumer or set of consumers. The process of branding may last a lifetime or while the consumer remains in the demographic group.”

I think the terms “consumer” and “demographic group” might need a little breaking-down for the novice, but overall in the given context, I think it can be pretty widely understood. One of the challenges we have as Branders and Marketeers is discussing our value to clients using simple language. It seems easy, but once you start your spiel it’s easy to revert to the industry language you use in trade articles and in chats with your colleagues… Keep it simple.

Your partner in branding,

Jesse Mills

http://www.mconsultingfirm.com

http://www.bespokebranding.com

I can show you better than I can tell you, but since you asked… Madbutter is a digital design studio by Impresario, Robert Stratton that specializes in creating interactive, ambient LED display panels. The were recently featured at the Brooklyn Designs Exhibition and they might have stole the show, check out Xtraboneless…

Who knew a wall could be so social?

Jesse Mills – http://www.mconsultingfirm.com

I was looking for some design inspiration last week and I stumbled upon these typefaces (courtesy of  the Behance Network):

Duplex

“Art is the collaboration between God and the artist.” <— I love this quote! RT #Twitter

Type Foundry Independent

Your partner in branding,

Jesse Mills – http://www.mconsultingfirm.com

America, The Story of Us is an engaging television event that presents the history of America. It’s a good installment of infotainment that chronicles the epic battles, conquests and discoveries that built the fabric of a nation. One of the clever touches in the production is the diverse commentary by public figures such as: Colin Powell, Rudy Giuliani, Michael Bloomberg and even musician, Sheryl Crow <– (random, but you gotta watch-she’s pretty good!) that reflect on the pioneer exploits of their forefathers and to see how it has manifested inspiration in their lives today.

I think one can argue some journeys or historical events they could of focused on in more detail, but overall I think the production is well done and maintains interest throughout. The new installments air on the History Channel Sundays at 9pm, but also are available to be viewed in their entirety online here: http://www.history.com/shows/america-the-story-of-us. The microsite also features interesting trivia and other useful bits of information that add to the overall brand value of the series.

Random Note: The series is sponsored by Bank of America and they really do a good job in their advertisements to tell a documentary style tale about their origins and connection to the story… I wonder if they had all those annoying fees back in the day?

Your Partner in Branding,

Jesse Mills for http://www.mconsultingfirm.com

I define a tagline as: a clever association of words that convey the value of a company’s product or service in a short & memorable way. I can’t say if they will make or break a brand, but the best ones are catchy enough that they make their brands unforgettable. I went through a few of the taglines past & present that I can never forget:

“There are some things money can’t buy. For everything else there’s Mastercard.” – Mastercard

“The mind is terrible thing to waste.” – United Negro College Fund

“Just do it.” – Nike

“It’s everywhere you want to be.” – Visa (these credit card companies know how to make a tagline and take our money)

“Got Milk?” – California Milk Processor Brand … (also one of the most memorable print & tv ad campaigns to date)

“Masters of turning the art of public relations into public conversations” – Borkowski (UK)

“Expect more. Pay less.” – Target

“Can you hear me now?” – Verizon Wireless (a very memorable tv ad campaign)

Even though a tagline is only one line, in a cluttered marketplace where every business is competing for lasting mind-share, every little bit counts. The best taglines are witty, succinct & usher an undeniable connection between brands and consumers. When a brand is also able to pair their taglines through clever advertising they can transcend to penetrate culture in a way  that will be easily remembered.

For the brands that are tailored & never baggy,

Jesse Mills
Brand Architect
M-Consulting
www.mconsultingfirm.com

Brand Strategy l Brand Design l Brand Development

John Varvatos is an American brand that is true to modern innovation and rock n roll sensibilities. This summer they launched a new fragrance entitled, Rock Volume One, that has a scent that is as memorable as your favorite song. I was particularly intrigued by the symbolism and packaging of this product. The bottle includes engraved images of a crown icon, a guitar, the JV logo & The date of the brand’s conception. It’s kind of reminiscent of a cover of CD… The box’s branding is also consistent with music inspired elements and is influenced by a shape of a speaker.  With so much of fragrances having to do with the engagement of sensibilities, they did a great job of capitalizing on not only the scent, but also the tactile (touch & feel) of the product.

Music is also a large part of John Varvatos’ philanthropic efforts as his company is an active participant in VH1’s Save The Music Foundation and partial proceeds from each sale will be donated to VH1’s STM’s music education efforts. Based on it’s sell through Rock Volume One is set to have other volumes to come. With rock and punk being an intrinsic part of the John Varvatos philosophy, I’ll be interested to see how they continue to evolve their fragrance in future editions.

For the brands that rock,

Jesse Mills
Brand Architect
M-Consulting
www.mconsultingfirm.com
Brand Strategy l Brand Design l Brand Development

I know I said that Romain Laurent’s Tilt Photography is her best work, but in doing so I feel that I might of slighted some of her other remarkable work. So, here they are… commissioned (creative advertising) work samples from Romain Laurent:

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One of the hallmarks of a good creative author in any medium is the ability to master diversity in their work. She is able to balance witty consumer product advertisements while also being able to convey heavier messages concerning environmental sustainability. Her work is truly remarkable.

Your Partner in Branding,

Jesse Mills
Brand Architect
M-Consulting
www.mconsultingfirm.com

Brand Strategy l Brand Design l Brand Development

Romain Laurent is a remarkable photographer who has commissioned work for the likes of Coca-Cola, Nike & several other notable corporations,  but I think her New York Tilt Photography is one of her best collections to date:

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These photographs are simple and stunning all in the same breath. Laurent has a very clever perspective on NYC urban lifestyle.

For the brands that change the angle,

Jesse Mills
Brand Architect
M-Consulting
www.mconsultingfirm.com

Brand Strategy l Brand Design l Brand Development

There are new developments for a contact lens designed to project screen images directly into your eyeball. Forget about scrunching up to the television to get a closer look… Forget about cleaning the thumbprints from your glasses… These LED lenses bring the image directly in your eyeball.

This is a very progressive technology and Scientists at the University of Washington are actively conducting tests to measure the physical constraints and safety specifications. Once they gain clearance and pick up a provider to bring this product to market throw away your $5000 LED flat screen television (I’m just joking). However, it will be interesting to see how this developing technology, if brought to market, will effect other screened conventions in a few years.

Just to think all of this entertainment could potentially be in a 1.2 millimeter contact lens. New technology can make the brands your accustomed to obsolete in a blink of an eye. It’s truly amazing.

For the brands that don’t blink,

Jesse Mills
Brand Architect
M-Consulting
www.mconsultingfirm.com

Brand Strategy l Brand Design l Brand Development

Instead of having the traditional logo developed on his signature line for Nike Roger Federer decided to get a bit more personal with a monogram. The monogram he is now sporting on his line actually originated from one that he was using on his own bespoke apparel. In order to forge a more intimate connection with fans through his line he wanted to collaborate with Nike’s consumer apparel design team to create elements of this symbol that can be branded exclusively on his line. In a recent New York Post article he shared, “For me, it’s important that a fan can buy something that is related to me,” he said. “Like in soccer, you buy a shirt and it’s got somebody’s name on the back. That’s kind of a cool thing.”

Some may think the notion to have a monogrammed consumer product for a sports icon is a little insulated, but why let Nike have all of the fun with their “Swoosh?” As an accomplished global icon he is responsible for so much product placement and generated exposure for the brand. The window for athletes to make big money is rather small. And as we all know Nike will drop im in a heartbeat when he has one big slip -up. Why not?! I’d put my initials on it too…  The key idea in all of this is that he positing his clothing beyond traditional athletic apparel and taking steps towards being renowned as a more of fashion brand. I think thats pretty cool for the big “RF”…

For the brands on and off the court,

Jesse Mills
Brand Architect
M-Consulting
www.mconsultingfirm.com

Brand Strategy l Brand Design l Brand Development