Archive for March, 2010
Check out the new website of our sister company: VIRTUALTRIP Digital Branding. VIRTUALTRIP collaborates with FORMA to help our clients develop a strong online brand strategy, and build the tools that help make that strategy possible.
The design of the site was inspired by the Patagonian wilderness, and VIRTUALTRIP’s logo is an image of the Native Americans that come from Tierra del Fuego. To read more about Patagonia and how it inspired us as a company, visit the Fitzroya site.
Today we at FORMA were lucky enough to be visited by the lovely Eva Green of Pentagram, New York. She brought us some amazing gifts in the form of three books: “Pentagram” (or, as it’s often called, “The Pentagram Bible”), “Pentagram Marks,” and “Pentagram Papers 40.” Anyone in the branding business will tell you these books aren’t widely distributed — in fact, they are pretty hard to come by…so we feel privileged to have our own personal copies!
There has always been a close link between literature and branding. First, and most obviously, both rely upon the use of word-manipulation to create a certain impression. Different words convey subtly distinct shades of meaning, and in both forms, interact with the reader in a pre-calculated way. Secondly, literature is a shared cultural phenomenon – and effective brands often mine this collective aspect to gain access into the hearts and heads of their target audience. In this vein, certain authors and texts work better for branding, and are referenced over and over again by companies looking to reach consumers. One such example is Argentine author Jorge Luis Borges.
Inventada en 1832 por Franz Sacher, la Sachertorte es una especialidad culinaria de la ciudad de Viena y uno de sus principales símbolos gastronómicos. La marca “sachertorte” es propiedad exclusiva del Hotel Sacher, que sigue siendo un imán para los turistas que quieren probar la receta original.
La foto la saqué en el café Sabarsky dentro de la über cute Neue Galerie.
[Photo: courtesy of Julian Bedel]
Defining a brand essence is a creative process which is simultaneously challenging and rewarding for the brand strategy agency. Contrary to what many people believe, developing a brand name and personality is not simply thinking up something “no one’s ever done before.” While this tactic may work for some of the more abstract forms of technology (think: Google), in most cases a brand name must resonate with the target audience. This means it must be familiar enough to be attractive: to incite good associations in the mind of the consumer. The difficulty lies in choosing a name and a personality for the brand that achieves these objectives without swinging too far the other direction and playing to overused stereotypes and cliches.