Mike Renaud
@mikerenaud
Mike Renaud
DISTINCTIVENESS is the quality that causes a brand expression to stand out from competing messages. If it doesn’t stand out, the game is over. Distinctiveness often requires boldness, innovation, surprise, and clarity, not to mention courage on the part of the company.
Marty Neumier • The Brand Gap: How to Bridge the Distance Between Business Strategy and Design
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“I think that instead of the Brand, we should figure out the Purpose of Airbnb and its community. There clearly is a huge and vital community of Hosts, Guests and Employees. Let’s figure out what role Airbnb plays in their lives and why they are committed to it. If we can do that, then it will be much easier to figure out what Airbnb’s Brand is. Bu... See more
Douglas Atkin • How Airbnb found its Purpose and why it’s a good one.
Today’s most vital cultural forms are your identity, personality, and image. And in this new cultural paradigm, the artist’s performance of themself is often more important than the art they make. The persona is the message.
Dean Kissick • The Downward Spiral: Persona (Part I)
A brand is a person’s gut feeling about a product, service, or organization. It exists in the hearts and minds of individuals.