These are grouped into five core dimensions: 1. Sincerity: domestic, honest, genuine and cheerful 2. Excitement: daring, spirited, imaginative, up to date 3. Competence: Reliable, responsible, dependable, efficient 4. Sophistication: glamorous, pretentious, charming, romantic 5. Ruggedness: tough, strong, outdoorsy This technique can be used to dis
... See moreCatharine Slade-Brooking • Creating a Brand Identity: A Guide for Designers: (graphic Design Books, LOGO Design, Marketing)
From Brand Strategy to Brand Anarchy
withinsight.substack.com
These archetypes exist everywhere. For example, people see Apple as a rebel brand in part because it’s constantly pushing up against Microsoft. But if you actually look back, Apple is really Eve. Apple is the seductress.
Debbie Millman • Brand Thinking and Other Noble Pursuits
