by Warrick Sears


There’s 1000s of different answers to this question, not to mention countless essays, books and lectures. David Brier  commissioned this simple explanation of what branding is.

I appreciate the simplicity, but do you agree?

The word ‘genius’ getting bandied about does make me a little nervous as I think good branding shouldn’t feel elevated and hence doesn’t need genius. Just a good understanding of who your company is and what it stands for and a little originality.

What did make me smile is the piece at 1:35 where the graphics form a crescent and the voice over says ‘For something nobody ever thought of before. It made me think of one of my favourite print ads.


Nivea Night




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