Brand & Branding
For me, a brand means more than the sum of various products/services under the same label. Every time we mention a brand, we will immediately have something to expect: the loge, the design, the quality, and so on. Besides, a brand can spiritually connect with its customers.
Nike is a good example. You can relate it to the swoosh and famous athletes.
What else? You can always portray “Nike” as exciting and heart-stirring. These ads always boost your adrenalin and encourage you. Sometimes they will make you cry as well.
When people talk about Nike, we can also think of a brand that always stands on the front line and spreads love.
That is the power of branding. Brands can actually put personalities inside their ad campaigns and their social media. When people think of the brand, they will immediately relate the brand to those key traits. It is definitely helpful for the brand to improve their reputations.
But sometimes people don’t like it. The messages and the personality behind the brand sometimes will contradict to some of the customers. Suppose an individual is pursuing a slow, relaxed, and chill lifestyle. In that case, he/she might not buy the personality behind Nike since it conflicts with her/his lifestyle.
Another example is when Nike premiered its Colin Kaepernick ad. The brand received boycotts from the customers who have different opinions on Kaepernick’s issue. But in the end, Nike still profits from it because it supports Kaepernick and the African American community behind him (and also because this action of promoting racial equality and social justice is 100% CORRECT in my opinion).
CM323 Design Sketchbook 