The Good Brand (29 Jul 2004)

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The Good Brand (29 Jul 2004)
Ten years ago, it would have been hard to imagine building a national brand with little or no advertising. Then along came Krispy Kreme, Google, and Amazon.com. They're among a small group of hugely powerful brands that gained prominence without once appearing on . Brian Collins, executive creative director of the Brand Integration Group at Ogilvy & Mather, says brands are moving from a marketing model that says, "I'm going to talk to you and you better listen up" to an experiential model. "Marketers need to focus on the way a brand gets brought to life tangibly, where it really lives," says Collins. Whether it's the folksy humor of Southwest Airlines' flight attendants, the boudoirlike ambience of a Victoria's Secret shop, or the Zen-like simplicity of TiVo's remote control, the experience conveys the essence of the brand. And often, it's design that creates the experience.

Article URL: http://www.fastcompany.com/magazine/85/brand.html

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