Six ways to build a memorable brand signature

Aaron Shields

Outlines six ways to build a strong brand signature from owning the central character, as in Coca-Cola owning Christmas with the Coke Santa, to brand identity emblems like the Google Doodle and physical icons such as Apple’s glass staircases.

Brands are putting too much effort into reducing problems and not enough into creating strong memories. Strong memories build enduring affiliation to brands that leads to sales and advocacy.

Memories are made by adding emotional peaks to an experience with a brand across different channels. These peaks create memories far more effectively than 'a generally pleasant experience'. Understanding how to create new emotional peaks is critical for taking advantage of the experience economy.

We refer to this collection of peaks as a 'brand signature'. A brand can create emotional peaks and make famous moments in six ways.

Archetypal character

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