Smart brands win
in times of change.
In this fast-changing world, just creating a strong logo or an attractive website is no longer enough. Every point of contact with a brand must be designed to make rapid and effective response possible in a context of constant change. Only then can a company’s objectives be achieved. It’s the baseline for everything.
Gone are the days when a brand was simply 'made' by the advertising agency. Everything is branding these days, from the reception area in a hotel lobby to the texture of the ribbon around a cake box.
BRANDING IS AN ESSENTIAL PART OF THE BUSINESS MODEL, NOT A LAST-MINUTE EMBELLISHMENT
David van Gessel & Kurt De Vlieghere / Founders
When a brand is being constructed, a system needs to be defined in which the core values, message and feeling remain intact at all times in a wide variety of media. When thought is given to this as early as possible in the process, a brand can be made smart.
Smart brands reflect the people, the business and the product they represent. They are created by reducing the message to its essence, making clear choices and eliminating noise; handled carefully, they can evolve from a fragile idea to a powerful system.
A smart design breathes life into a company’s strategy: it’s the cornerstone of a smart and successful brand, making it possible to gain speed while others are standing still, and to take the lead.