Six ways to build a memorable brand signature

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

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