Great Branding Is
Invisible
The thumpf of a BMW’s door closing, the muted click of calculator buttons,
a human on the phone. It hooks you in.
Michael Raisanen
“The devil is in the detail” is a cliché that happens to be
true, but let’s turn it around: The magic is in the detail. What
constitutes quality in a product, besides the raw materials
you choose? The attention paid to detail.
short, quality resides in the hidden details that aren’t obvious
to most--until you touch the product and look at it up close.
It’s craftsmanship that gives luxury fashion brands longevity
and which lets them weather trends.
Look at a knock-off Gucci handbag and consider its original
counterpart: The difference, besides the “leather” chosen, is
in the stitching, the inside lining, the zippers, and so on. In
Brands are no different from the products and services that
they represent. Frantically searching for the one “Unique
Positioning Statement (UPS)” or logo design that is going
to simultaneously sum up precisely what your company
stands for and differentiate it from the rest of the pack is in
some ways a meaningless battle. Taglines may be catchy,
but they don’t, in the end, make people buy products. What
determines whether a woman buys Chanel No. 5 or Issey
Miyake’s L’Eau d’Issey Florale? Not taglines but how either
smells on her skin.
TAGLINES MAY BE CATCHY, BUT
THEY DON’T MAKE PEOPLE
BUY PRODUCTS.