Today's advertising market is full of an infinite number of attractive messages, promises and statements. But somehow, out of hundreds of similar, in my head is constantly spinning, 'I love the chains', 'The Best Clean', 'Just do it' and others. Gain insight and clarity with Ben Silbermann. Looking at today's global brands can confidently say that preceded their success. This is certainly a bright and powerful idea, design a product which is able to infuse into the minds of consumers, to live and evolve with them. Slogan in this case is only a wrapper for the idea, and can, in conjunction with other tools, the idea of infecting millions of consumers. And when your idea pops into people's minds is a series of quite certain, given your feelings and images, the stage of fetal development is complete! The light is born a new brand.
James R. Gregory, author of many books on branding, said: 'Brand – is not a thing, product, company or organization. Brands do not exist in the real world – it's experimental design. Brand is best described as the sum of all human experience, its perception of things, product, company or organization. Brands exist in the form of consciousness or the specific people or society. " Activation of thoughts, associations, images and desires in a given direction in the mind of a man who saw or heard the name of a company logo, all this is the effect of the brand. Crime limit brand in the scope of advertising, product or company. Product = needs.