At work we had a meeting about branding and everyone was supposed to present a brand that was doing well. 

Here’s what was presented with some thoughts about each:

edgy, speak in customer’s language, connection, taking risk, controversial, gets noted

words or catchy title not always needed, swoop, athletes, sports, extreme, own market, symbol, sustainable

global recognition, weathered storms, myriad of channels – movies, theme parks, apparal, etc.

risk and change, re-branding, target market appeal, wii

memorabilia, global impact, theme song turned in to “pop” (pun intended) song, mistakingly tried to change – but public outcry launched great public awareness and worked for the company, hollywood star powered commercials

attitude! , attitude carries throughout the company, copy on the sight filled with satire and irony, “non-corpy” speak, normal every day people (models on the site), risk

simple, word of mouth advertising, knows target market, social causes, foil, consistent quality, irony in advertising

 A few other thoughts from a great brand book: The Brand Gap, Marty Neumeier 

(recommended reading if you’re interested in this sort of thing!)

How to Bridge the Distance Between Business Strategy and Design

  • Brand is not always controlled by you, the customer really defines you. 
  • Brand = customer’s perception of you. 
  • Simple is best – more memorable
  • When the external actions of a company align with its internal culture, the brand resonates authenticity.
  • A living brand is a collaborative performance and every person in the company is an actor!
  • Only one competitor can be the cheapest – the others have to use branding.

Another good resource is   And, just for fun, some illegal brands

What brands do you feel are doing well and why?


About cakboliv

Born in Cochabamba, Bolivia to wonderful missionary parents, Howard and Maxine Morarie. Grew up in Bolivia, both in a remote jungle village

One response »

  1. J says:

    I am nosy…I am curious about who submitted which sites for consideration! Ha!

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