I’ve blogged about logos and the need to keep them simple and unique. Now I know that’s not as simple as I make it out to be. In trying to be more helpful, I found a couple of blogs that may be of some help.

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Last week I blogged about nostalgia and it’s power as a brand reminder. In Differentiate or Die by Jack Trout and Steve Rivkin, a brand’s heritage is identified as a strong differentiator.

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The commercials I admire consistently, as a class, are info-commercials. They are benefit oriented; demonstrate that benefit as well as other features and advantages; drive the point through repetition, provide incentives, guarantees and easy ordering, and then ask for the order – more than once.

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Package design is integral and vital to consumer brands where products compete for shelf space. But design also has its technical aspects as well.

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People have long memories concerning the icons and habits formed in their early years. This goes for good and bad memories and experiences. A brand builds its reputation and it’s hard to lose it, no matter if it’s a reputation for leading edge innovation or for poor quality.

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In 1998, Al Ries and his daughter Laura produced a book their publisher called “the branding bible…the definitive text on branding…”. The book: The 22 Immutable Laws of Branding. This is the first of 23 posts about that book.

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