Member-only story
Beyond the Logo
The Sensory Future of Global Power Brands
The Brand-Saturated World We Live In
There has never existed so many brands as today and, chances are that more brands will continue to be born everyday. Brands are everywhere. From digital screens to urban landscapes, we’re constantly bombarded with logos, slogans, and advertisements competing for our attention. Yet, instead of building stronger brand connections, this over-saturation has led to desensitisation due to brand fatigue. We’ve have become numb to the noise, tuning out generic marketing messages and predictable branding tactics.
Many brand leaders have respond to this challenge by defaulting to a familiar decision: “make the logo bigger”. Some look to examples like Supreme and build the misconception that the logo is sole responsible for the success (and failure) of any Global Power Brand.
“More often than not, this strategy looks like if a F1 racing team deciding to pull the racing car to the pitstop, wasting invaluable time (and money) to repaint the car and expecting to win the race.
Paradoxically, marketeers often choose to spend millions redesigning their brands or product packaging believing this will produce the long lasting results.