Brand Purpose Blog
Brands are containers of meaning that represent people, products, companies and cities. In that context, the Sun’s brand meaning is clear, concise and compelling: Life. Jupiter’s brand meaning is less clear. It has a lot of commendable attributes that compete with each other for attention. As a result, to the observer it means a big brown blob. That brings us back to the question: Is your brand a star or a blob?
There was a time when, much like Elon Musk a century later, Henry Ford was seen as the prophet of the future. Indeed Ford appeared to have a perspective on the future, and the trends guiding its direction, in the first half of his trail-blazing career.
The future Ford envisioned and that he helped create did indeed materialize … and then it kept on moving while Ford did not.
Which turn in the road did Ford miss?
Redefining what your city or organization (or just you) means is a big undertaking and one that needs to be taken thoughtfully. That said, slogging ahead with an outdated brand that no longer accurately or energetically defines your city or without any sort of shared sense of identity at all is FAR worse.
