“As far as we can discern, the sole purpose of human existence is to kindle a light in the darkness of mere being ”: Carl Jung
Originally a brand was a mark or logo stamped onto a product to guarantee its provenance. Today branding is much more than that. The brand not only encapsulates qualities such as safety, efficacy, reliability, heritage and stature but also evokes an emotional response. A brand only exists in the customers’ minds so it must be carefully crafted in a way such that it becomes a clear, motivating call to action.
Crafting the brand to create an emotional and motivational appeal
We need to create the right conditions for change then press the right buttons
The impossible is not always impossible, it can just seem that way