Why have a brand?
Surely it is about standing out from the crowd. About being seen.
That is why brands must be confident.
The very best brands, the most valuable ones, have a strength, a boldness.
They celebrate the core value of an organisation in a creative and confident way.
A way that means they really do stand out.
Amongst the humdrum of logos and meek identities truly creative brands shine.
They zig when everyone else is zagging.
Those brands are created by the brave, the confident the organisations who dare to be noticed.
Those brands are the ones I love to create.