Brand meaning: Brand equals Image

This article discusses the interaction between a brand's image and its values, arguing that the relationship is often not as expected.

Brand meaning: Brand = Image

Paul Feldwick

Many of today's biggest brands started with the creation of a visual identity, which imparts a powerful, unique meaning and assists the brand in innovating and warding off competitors.

In 1971, Carolyn Davidson was a young graphic design student at Portland State University. She was happy enough to earn some extra money when a member of faculty asked her to do some design work for his company, Blue Ribbon Sports, and agreed a fee of $2 an hour. He wanted a stripe for a new running shoe, asking for 'something that suggests speed'....

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