A Brand – an old one
Was going through some of my old documents that I had written where I discussed brands and their power…over decades and over centuries.
Came across my positioning document on the Christian Cross. How it has changed very little over the centuries – even as it was “copied” by the many different Christian affiliations/groups throughout the world.
Most still keep it a simple black cross, but others have added the Christ figure, and others added a crown of thorns as a background, others added a hill under the cross, and so on.
My main point, as is true today, is that the essense of the brand (the main look/design) has changed very little over the centuries; enabling what all brands (consumer level) want, instant recognition as well as an instant “feeling”.
As you continue to build your brands, don’t be so quick, or shortsighted, to only look at brands in the past few years. Look at brands over the past century or longer; because we all know that the true measure of success of a brand is its staying power.
