Product design is pretty much pervasive now. What was once more of a “behind the scenes” competitive advantage is now an open and assertive part of the messaging.
More and more new-bloods don’t give a stuff anymore about working for someone else. We could be about to witness the emergence of a new creative peer group, one that’s prepared to do it for itself. The idea that ‘doing it for yourself’ rather than doing it for ‘the boss’, the establishment, the company, is one that new-bloods are quickly embracing.
We no longer look for a brand that simply informs or that seeks to be our friend; we want a brand that enriches our thinking, works with us to understand our lives and allows us to believe in better. A thinking brand that means something.
The brand name development process must be robust and capable of attaching specific meaning to what is often a broad set of challenges. Craig Swanson discusses three macro approaches that can be used to create a distinctive brand name.
