The dynamic blend of a strong brand proposition and a compelling brand personality gives birth to a powerful brand expression. Key brand attributes like: texture, color, imagery, typography, forms, tone of voice, sound and environment play a unique role in defining the proposition and developing the personality. These attributes are then used like a palette to design all touchpoints of the brand to foster the environment necessary to create the desired expectation.
Designed by Artefice Group, Italy, "Coca-Cola offers consumers a special edition of the legendary glass bottle: an original interpretation of the brand personality through a series of three creative subjects. What catches the attention is the movements, the depth of shading, the colors that convey all brand values in a stylish way." The keywords here – movement, depth of shading, colors all substantiates the The Journey to Shared Value: A world where cultural revolution is alive... "We can’t control how Coca-Cola gets painted on the side of a wall, for thousands of people to see. But we believe that if we engage the market with stories that provoke happiness and inspire optimism, our consumers are going to talk about our brand in a way that is more powerful than we could ever do ourselves." This expansion in brand expression has helped Coca Cola to sell over 1.8 billion servings of its products to consumers in every country in the world, save Cuba and North Korea (officially).
Understood, not all brands have the resources nor the grit "to walk the talk." However, we can all benefit from the valuable lessons imparted by the slogan, "The Coke Side of Life". Andy Payne, the Chief Global Creative Director of Interbrand, professes the vital role of creativity in creating and managing brand value.
Start with a Great Brand Proposition: "If you have a body, you are an athlete. This proposition taps into Nike’s dedication to human potential, and makes it relevant to its business by grounding human potential in athleticism." Very clever and very consistent with the brand proposition. This visual and verbal expression may vary dependent on culture and country but the brand intent and atttitude is always consistent.
"Great brand propositions and expressions are universally understood, believable, actionable and stand the test of time."
Drive Demand Through Expression: When we see BMW’s brand mark, we don’t think of it in the form of blue and white quadrants. We think of it as the ultimate “driving machine,” and this is because expression has become synonymous with the brand proposition. The Disney brand proposition is built around family-centric entertainment. "The use of characters to create fantasy leads to being able to physically engage similar themes in a physical space, one that immerses the customer in a 360-degree, multisensory, branded experience."
Expression Creates Value: As Andy Payne mentions, consumers and audiences encounter emotion and meaning through personality and storytelling. The journey towards creating a compelling expression of your brand is never complete. Brand propositions, personality, and expressions have to be continually evaluated, evolved, and reevaluated.
In this era virtual reality and digital distraction most brands are yet to explore the compelling territory of emotional enticement. Trade shows and events are the grand avenues for embracing this territory. "Brands that claim powerful emotional propositions and capture them with an exciting world of expression, have the ability to maintain a fond place in the mind of their audiences now and in the future."
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Don’t bend; don’t water it down; don’t try to make it logical; don’t edit your own soul according to the fashion. Rather, follow your most intense obsessions mercilessly. Franz Kafka