Brand metaphors give your brand a three dimensional quality. They connect with customers at a deep, visceral level that could not be achieved through classical marketing techniques. Brand metaphors help you connect with your customers a subconscious level.
Symbols are a powerful element of your brand identity system that extend beyond your logo. The goal of brand builders is to create a visual shorthand using symbols to connect and engage your customers.
Core metaphors are the linchpins of brand experiences. They span cultures, languages, dialects and countries. They are universal to all human beings, and the building blocks of our communications. LEAPJob uses the core metaphor journey in its brand architecture.
Brands have a shelf life. They need to be refreshed every three to seven years depending on the industry to stay relevant and desirable. I wrote about this idea a couple weeks ago. Yet it begs the question, why must a brand be refreshed? Brands are updated for two...
Your customers aren't going to buy from you unless they like and trust you. It's that simple. If they don't like you, they'll look for alternatives. If they don't trust you, they'll never buy. Even common consumer products like Coca-Cola, Tide and Heinz Ketchup...
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