What is brand expression anyway… brand expression tweaks the marketing conversation – away from “the doing” – toward “the reason for the doing.”We ask the question, “What does the brand promise?” When we visualize our success and the purpose, “the doing” crystallizes – and a brand comes alive.
Brand expression helps brands move – with the power of intention behind them.
6 thoughts about brand expression:
A good idea trumps a great design.
Smart brands come with a story inside.
The best ideas usually have no owner.
Simplification is a way to clarify what we mean.
The magic arrives when work and play merge.
They say the mind only retains 5 thoughts.
When proud Maxfli joined the TaylorMade | adidas family of brands, that meant repositioning Maxfli in the crowded aisle of golf balls. Maxfli became the nontraditional, maverick ball (a la Maxfli devotee Arnold Palmer). With its refreshed attitude, repositioned and repackaged, Maxfli was back with renewed energy and a halo of moxie and defiance.
100 Worlds Project began with the idea of using the globe as canvas to create a socially engaging arts project. While the globes came from Ron’s sketchbooks, 100WP invited participation in the often private creative process. By the time the exhibition opened, several worlds had willingly collided. Photographers, art students, welders, software developers, had all become part of the 100WP constellation of creativity.
The 100WP book celebrates the work, the process and the collaborators, recognizing the artist in each of us. It blurs the line between art and design, and toys with the definitions of artist and authorship.
Coffee has become trendy. Tattoos, black hats and you’re in the coffee business. But when you buy your trash bins and pizza oven in Italy, you’re not riding a trend, you’re learning from the masters. The Calabria “do it the right way” mantra is a blend of Italian tradition and SoCal innovation. The Calabria story was lingering in the coffee-fumed air, waiting to be told in a nuanced third-wave-coffee-brand kind of way.
An obsession with Italy … and espresso made the exact right way.
Sometimes your strength is also your weakness. Everyone has warm-fuzzy feelings for San Diego – a strength. But with a kick-back reputation, it may not be the place to stage your convention on productivity. San Diego Travel Authority wanted to update the City’s reputation as strictly sun-minded, to one of open-mindedness and collaboration. A coastal hub where scientists surf and entrepreneurs thrive. San Diego – as a place where new ideas emerge as a matter of course.
Pack the flip-flops and get some serious work done.
Decisions on where conventions and business conferences are held, hold big economic impact for the chosen city. Getting the story right – having a story – was essential to separating San Diego from the field. And with dozens of marketing channels to now integrate, telling a clear and memorable story became fundamental to marketing the city where ideas emerge.
SONY steps back every so often and embarks on a “what if” exploration of new possibilities. What if … packaging could do more, be smarter, use less. Origami “unfolded” as an idea with potential. Paper that performs as a protective barrier, and also instructed and informed. A reflection of the traditions of SONY and its rich design origins.
Being an innovator requires more than just a new tagline.
Putting aside the limits of cost, distribution and a dozen other reasons - and opening up an exploration of what-if’s. Sea urchins and bamboo fronds now had new potential.
Consistency helps build trust. For Metro Transit, consistency meant bringing their bus, trolley, ferry and rail lines into a unified family. Our Metro Transit re-brand relied on color and a bold graphic language to connect all modes with the attributes of the beloved red San Diego trolley. Operational brand-alignment included ending on-vehicle ads, daily washing, and one-card access to the now syncopated “red network.”
Moving the perception of mass transit from Swiss-cheese to Swiss-watch.
A transit system citizens are proud to climb aboard. That reflects their city.
This private Christian university helps students find their own path. No mass graduations here. The story of Point Loma Nazarene University had to be clearer if it was to achieve it’s expansion goals. A simple drawn line served as a metaphor for a student’s growth and life-path. Replacing a formal logo-mark, the PLNU-line was a flexible and social approach to branding, one that thrives on fresh and creative executions.
The PLNU – line became a way to unify new-student orientations, to create event messages on campus, to spark participation, to…
A brand premise is a bit like a short poem – a bold idea open to interpretation. Brand guidelines are more like a novel, explaining step-by-step how the brand looks, feels and can unfold over time.
Designing key PLNU pace-setting communication pieces brought the brand guide to life and demonstrated how guidelines are there to encourage inspired communications, not limit them.
With the PLNU brand story and guidelines in place, each department played their role in the new university-wide website. PLNU marketing was now able to use their website as a tool to consolidate their message.
I recall talking to grade-kids about what I do, “You’re naturally curious right now. As you get older, people tend to become less curious. So they ask people like me to be curious and creative for them. That’s my job.” MIRIELLO | brand expression is a consultancy providing the thinking and creativity to help organizations reach their fuller potential. We clarify the story (the strategy part). We’re experts in the creation of the communications (the design part). And we provide a “road map” (the brand guidelines part). In a world of standardization and statistical-sameness, creativity is now a difference-maker.
brand strategist | creative director | speaker | fine artist | design traveler
Random inspirations from unlikely places.