I was going through some summer photos and I came across this one. It's from a store in Spain. It made me think about brand truths and lies. A logo without a story is like a face without a name. A name without a face or point of reference is nothing more than a word without meaning.
We assign value to brands. We associate them with experiences and stories. It is our perceptions that define the brand's meaning. Brands, like people become concepts that take on a life of their own based on our collective experiences with them.
Local car dealerships are synonymous with annoying chatter boxes with bad timing. Ferrari's are exotic super models. Other brands talk to us on a personal level. They become our friend's and we develop a connection with them. We understand each other and offer mutual benefits. We forgive them when they are wrong, and they forgive us when we lose touch. The best friendships are the kinds that take off right where they left off, even after several years. Those are the kinds that are natural or take time to build.
Brands could learn from human interaction. There are no consumers in relationships, only people. Good brands should have good personalities and great communication skills. Bad communication ruins many good relationships.
Some companies have always been personal, others are just starting to get it. There's more to brands than a pretty logo. A lot more. The old saying, "it's not personal, it's just business" is just an excuse. It is personal, it is business!