How do you build a brand people love?

Coherency can be described as being logical, well-organized, and easy to understand. Consistency is always acting in the same way or of the same quality. Coherency allows for experimentation and spontaneity, where the idea of consistency in brand-building can create rigidity that prevents breakthroughs.

Many hours are spent debating the following:

Positioning, Company vision, Company mission statement, Core belief, Brand truth, Brand archetype, Brand map, Brand strategy, Tone of voice, Manifesto to demonstrate the tone of voice, Brand attributes, User personas, Key insights....

Even when agreement is reached on any of the above, the problem with tr... See more

WeTransfer is a breakthrough brand because it has ignored conventional brand thinking. It operated for years without a “brand book” and instead thought of itself as an artist and expressed itself accordingly. WeTransfer has interests, friends, hobbies, things that it’s inspired by, and those things have changed over time. Like a person, your tastes... See more