From the editor: Brand meaning

Colin Grimshaw

In his editorial Colin Grimshaw introduces this month's Admap, which has the focus of building brand meaning.

From the editor: Brand meaning

Colin GrimshawWarc

We are only just beginning to understand the importance of the implicit, irrational part of the brain in reacting to communications, and, ultimately, in purchase decisions. It seems we habitually rely on heuristics – mental shortcuts to decision-making. These are often visual cues, which stimulate interest, appeal emotionally, and greatly assist the process.

So it is perhaps no surprise that many of the most successful brands possess strong, readily recognisable visual identities, the focus of this month's Admap. Historically, these identities were forged randomly, with a big dollop of good...

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