By Nick Foley, Landor
Successful brands are anchored in propositions that are desirable, distinctive, and credible in people’s minds. As Walter Landor once said: “Products are built in the factory, brands are created in the mind.” Following are eight pieces of advice that anyone working with a competitive identity will want to keep top of mind—a conversation starter. These concepts are key to developing a bond with consumers, which is the essence of branding. Read more...
