I've been shaping a lot of brands lately. From Evolution Fresh, Seattle's Best Coffee and most recently La Brea Bakery. As I approach some new assignments, I'm reminded of a great presentation I saw ten years ago in New York. It was Brian Collins on Brands. He nailed the explanation and gave me the understanding of seeing something iconic, that acts on it's promise can emotionally persuade others. Here is the transcript for you to read.
Lastly, are today's pirates as effective as the ones in the past? Do they need an iconic moniker and a cohesive promise?