How Patterns Grow And Consistency Kills Brands [Video]
Mark Shillum visualizes a brand as a pattern and says that maintaining relevancy through change is the most important strategy.
Marc Shillum of Method Design has set about approaching the field of branding from a whole new perspective. At PSFK CONFERENCE SAN FRANCISCO he began by introducing his concept of ‘brands as patterns’ whereby the most important feature of a successful brand is not just consistency, but rather the ability to continually reinvent the brand image according to what is most relevant at the time. In short, a successful brand must have a long term goal that is is working towards, but the short term strategy of how to get there must be continually reworked to remain coherent and relevant in a contemporary context.
Now Track More Ideas
- How One Brand Strategist Combines Research And Creative Intuition For Effective Brand Storytelling
- Reddit Members Received Discounts At McDonald’s By Clicking The Hamburger Menu
- WeWork And National Geographic Offer Customers Retro Internet Cafe-Themed Spaces
- StubHub Customers Can Send Giftees Personalized Music Videos