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Discussing, and looking for, what is relevant in, and the relevance of, graphic design.
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Displaying opinions, and focusing solely, on corporate and brand identity work.
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Coralling the most relevant and creative on- and off-line bits that pertain to the design community – and said community is openly invited and encouraged to add their hard-earned links.
Brand that you can see, hear and feel
The Power of an Active Brand
January 2007 Propeller
Introduction
With a cluttered landscape and emerging technologies, companies face the challenge of reaching global audiences with a consistent brand experience that resonates deeply and dynamically. As additional channels of communication and technologies emerge, further opportunities present themselves.
One such opportunity lies in the component of an Active Brand. Active Branding involves the use of immersive elements, such as sound and animation, to bring a brandmark to life. The benefit of Active Branding is not about differentiation; it is about creating an emotional bond with audiences and extending the reach and dimension of an existing brand.
An Active Brand lives in multiple channels and environments, and creates meaningful and memorable interactive experiences. Successful Active Brands accomplish these critical branding goals:
• Build Share of Mind
• Alter preconceived perceptions
• Create a universal experience
• Trigger emotional bonds
To read the rest of the article, download the complete PDF. (149 KB)
About Propeller
Propeller offers FutureBrand insights, opinions and ideas on the world of branding. The cover art features FutureBrand creativity and visual thinking.
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The Design Encyclopedia is a division of UnderConsideration.
Some content has been gathered from existing sources and has not been altered in any way; in most cases the source is attributed.
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