brandknewmag.com
08
I believe that there is an intimate relationship between the
internal and external aspects of the brand’s identity. See
Figure 1.
This may all sound very theoretical, but I hope it will become
much more obvious if I give some illustrations. Here are
three campaigns concerning which I have no privileged
knowledge, but which I believe, first of all, are considered
successful. In each case, I suggest that this advertising did
not merely transform the way the public perceived the brand,
but perhaps more importantly, changed the way the people
working on the brand imagined it too. Thus becoming a
catalyst to other aspects of behavioural change - customer
service, product development and promotions, new product
development.
Examples:
British Airways ‘Face’
It is easy to understand, I hope, that the