a short lesson
as dailey’s business partner, i’ve left the blogging to him. but recently, i came across a subject that we need to be clear about. with his blessing, i’ll continue. it’s a small clarification with big ramifications: lfb does not do branding. we design identities associated to brands — we’re in the business of making companies look good. we use design to beautifully and effectively articulate a brand, but it’s not the brand itself. allow me to explain.
this past week, i ordered a new pair of soccer shoes to wear during my weekly saturday scrimmages. they’re adidas copa mundial cleats, and they’re awesome. having worn this specific line of soccer cleat for the past 15 years or so, i’ve wondered upon occasion why these cleats, and so many other good products made by adidas, seem to be less popular than other athletic companies’ sports wear.
as i was trying on my right shoe, i saw the answer to my question stamped on the insole (see the pic). it says “the brand with the three stripes.” if the powers that be at adidas see their brand as “three stripes” then i’m afraid their future is bleak and their competition need not worry.
their logo may be three stripes, but their brand is not what they say it is; it’s what i say it is and what you say it is. the coalescence of every experience i’ve had related to adidas and the thought that results in a second’s time is what their brand is to me. each person has different experiences that informs their thought of adidas, and as a result, the adidas brand varies from person to person.
i’m sure this blog post is going to make its way to the head of adidas’ marketing and design department, so i’ll give a simple two-step plan of action:
1) immediately stop printing anything that says “brand” because chances are high the sentence it’s being used in is a false statement.
2) spend your resources giving customers a great experience that leads them to think happy thoughts when they see the three stripes logo.
the future is bright for companies focused on giving their market enjoyable experiences through exceptional design, customer service, value, and expertise. it’s not so bright for companies telling the market how to perceive their brand.
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Rebecca
