The Attitude of a Brand

If you were to ask ten designers for the difference between branding and identity, you’d get ten different answers. Regardless, I’m going to give you my own definition. To me, it’s a simple distinction. Branding is the attitude of a company or product, while identity is the physical manifestations of that same attitude. You can agree or disagree with me, I really don’t care. That’s not the point of this post. The point is that successful branding is much deeper than a company logo or corporate stationery.

I’ve always thought that the movie V for Vendetta is an excellent crash course on the subject of branding. Much of the story centers around a man who goes by the name V. His aim is to spark a revolution in a not-so-distant future England. He is labeled as a terrorist by the government but is seen as a prolific leader by the people. However, the revolution isn’t about him. He wears a mask and goes by an alias because he claims to represent an idea rather than a man. A man can be caught, he can be killed, he can be imprisoned — but an idea, an idea is invincible. This is exactly what it means to brand something. To build it around a core set of ideas or an attitude, not around a logo, product, or any particular person.

The Legacy of Steve Jobs

Apple is viewed by many as the most valuable and strongest brand in the world. The question remains, will it continue that pattern? Or did that brand begin its decline with the passing of its leader, Steve Jobs? It’s true, much of Apple’s success is directly linked to one man and his personal insights. Even the keynotes and product announcements were centered around him. He was the hero. The master mind. The one who could see what others could not. And without him, it’s hard not to acknowledge a void in the company. So, is the strength of Apple’s brand centered on one man? Or did his leadership create something bigger than that?

[Spoiler alert] In the movie, you never learn the identity of V. In fact, he dies on the cusp of his long awaited revolution. When the police ask his accomplice about his true identity, she replies that V is everywhere. That he is in every single one of us. Not just one man. How can that be? V represented a specific set of ideas and, as the movie points out, ideas need not be exclusive to one person. Anyone can chose to believe in them and adopt them as their own. Although V started the revolution, as his ideas spread, the movement is carried by everyone else who chooses to believe in them.

Yes, Steve Jobs was one man. One man who caused an immense amount of change in the world — his very own revolution. And now, that man is gone. Will the same innovation continue? I believe it will. Because even though Steve was always at the heart of the movement, it was never about him. It wasn’t about the iPhone or the iPod. In fact, what Steve engrained in us has very little to do with any particular Apple product. Instead, it was his attitude and ideas that we are left with. An attitude of excellence and passion. A constant restlessness that meant never settling. A stop to complacency and idleness. Apple was the vehicle that he chose to embody these ideas, and by extension, they have become the soul of Apple’s identity. As long as that identity lives on, so will the success of Apple.

Steve is gone. We’ve lost a great man, but we have gained his vision. His revolution will continue to live on. It’s carried by each of us who have been inspired by his attitude and ideas that will continue to echo for years to come.

If that’s not a legacy, I don’t know what is.

Thanks, Steve.

OMG! They Killed Kenny!

In honor of the second half of the South Park season starting this week, I thought I would do something special. This is a South Park ‘Who Killed Kenny’ wallpaper that I put together. I like it best on my iPad home screen. Enjoy!

Choose Your Format:

• iMac
• iPad
• iPhone

I Can’t help but make a comment about these two companies. Both of them are actively pushing their brand through tv spots, both of them are very well known names, and both of them offer the exact same services and products. And at first glance, their commercials might even seem similar. However, there is a rudimentary difference between them that I believe makes one successful and the other, well, not so much.

But first, we have to determine what the goals of the company are and the goals of their targeted consumers. Only then can we make an objective critique.

Goal of the company:

Entice more people to use their store for their home improvement needs.

Goal of the consumer:

To fix, improve, and modify their homes.

You will see that both of these ads actually do very well at addressing the needs of their consumers. At the root of their concepts they communicate the same message: to do something. I recently read this book. It’s written by a man who spent most of his career as a psychologist, and then used his experience to transfer over to corporate marketing and advertising. He argues that behind every product, there is a ‘code’ or a specific trait that a particular culture associates with it. It is a fascinating book filled with some great insights into why we behave the way we do when it comes to purchasing decisions. In the book, he discusses how important ‘doing’ is to Americans. It is a word that speaks to us. We measure our success by what we have ‘done.’ When we meet someone, we ask what they ‘do.’ If there is an industry that this concept speaks to directly, it is the home improvement industry. How well do these ads speak to someone that wants to ‘do’ something to improve their home?

Let’s Build Something Together

These spots center around inexperienced home owners that go to Lowe’s to receive the tools they need as well as the training and advice to send them on their way. Both the concept and the slogan are extremely on key for giving the customer the means to ‘do’ their projects. However, there are a couple small flaws that we can see after a second thought. Who are these ads really enabling? Is it the customer? Apparently, their customers are airheads that need help with the simplest of tasks. How to paint a wall? How to tighten a nut? Really? What about the big stuff? Think they could build their own deck? Lay their own sod? It’s not likely. That’s why the ads are actually only enabling the store’s employees. They are the only ones that are competent enough to actually ‘do’ something noteworthy. Even the clever slogan, ‘Let’s Build Something Together,’ implies that you need their help. You can’t do it yourself, let us help you do it. This might help their reputation for customer service, but how realistic is that kind of customer service anyway? I’ve never received that kind of attention in a home improvement store.

More Saving, More Doing

If that doesn’t make you want to get out and build something, I don’t know what will. This ad appeals to just about anyone that has a little bit of handyman in them. Who doesn’t have a little pet project or idea they’d like to try out to improve their home? You’ll also notice that Home Depot doesn’t put a specific face to any of their employees. Who is in the commercial? The customers. They are the ones putting these awesome projects together — not just tightening their plumbing. The slogan is spot on, ‘More Saving, More Doing. That’s the Power of The Home Depot.’ Nailed it. They even use the word ‘do!’ It completely empowers the customer, and doesn’t even ask for a thank you.

And the Winner Is…

Yes, these are subtle differences in messaging, but they make a huge difference. The Home Depot definitely pulls out on top on this one. Lowe’s is actually doing pretty well, and should be commended for what they’ve accomplished. But when you compare the ads side by side, there is really no question as to which empowers the customer to accomplish their home improvement projects. The Home Depot has a completely different attitude. It’s all about providing you with the tools and resources you need and then getting out of the way while you give your neighbors something to talk about. Really, my hat is off to the Home Depot marketing department on this one.