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Tag "branding"

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“Disruptive brands are reinventing the way we work and behave . . . ”
-John Diefenbach, Disruptive Brands/Disruptive Leaders

For half a century, the global markets and the technologies that drive the global markets have been manifested and illustrated by brands. Today, we live in a wide world where we have come to expect internet brands to disrupt businesses, often changing the game by inventing or re-inventing the way we work and behave. One could say that brands like Amazon, eBay, Facebook and Google, not in existence less than 20 years ago, are now among the most important and well-recognized brands of today’s economy. How did we get to this place of expectation about the adventurous and positive role of new companies in society?

John Diefenbach, Chairman of MBLM, explores the history of branding in his web series, Disruptive Brands/Disruptive Leaders, transitioning through the 1980’s and 1990’s toward global consumer facing brands. A branding luminary, John has worked across the world and has a particular passion for brands where national culture is involved. His clients have included British Airways, Lufthansa, South African Airways, Kodak, Mercedes, Disney, Coca Cola, and the Alfred Nobel Foundation.

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Of all the many areas of graphic design that I get to think and write about, my favorite is branding. It’s design, it’s art, it’s business, it’s strategy, it’s psychology, it’s pop culture.

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That’s why I am enjoying a new — and fast expanding — digital documentary series called On Branding. The series is dedicated to introducing audiences to authentic brands that live to connect with their consumers. Each episode involves brand creators, innovators, entrepreneurs and experts talking branding. Brands and experts explored run the gamut from Fortune 500 companies to organic, homegrown successes.

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If you are a designer or just a creative soul chances are you own at least one of Moleskine‘s iconic black notebooks. The company, founded in 1997, brought back to life the legendary notebook used by artists and thinkers over the past two centuries. Today, the name Moleskine encompasses a family of objects: notebooks, diaries, journals, bags, writing instruments, reading accessories and even apps and print-on-demand services. To better reflect this ever-growing brand, Moleskine called in Milan-based agency Achilli Ghizzardi Associati to create a fluid visual icon that communicates its multi-faceted and open nature while unifying its many objects, types of users and brand values.

 
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Guest Blog Post by Ben Steele, Hornall Anderson

These days, a trip down the beer aisle can be downright overwhelming — with mainstream and craft brewers all vying for consumer attention in an increasingly crowded space. Consumers are demanding distinctive package design and true innovation.

The question is … are designers listening?

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