Saturday, 19 January 2013

The illusion of inclusion

I'm sure that there are very few of us who haven't seen this before: it's called the Kanizsa Triangle and is just one example of how our brains "fill in the gaps". With the written word, of course, textspeak is another everyday demonstration of how the human mind can make sense of something that is theoretically incomplete.

It was interesting this week to see an example from the world of branding in Selfridge's "No Noise" initiative to "celebrate the power of quiet, see the beauty in function and find calm among the crowds."
Selfridges are offering "de-branded" products as part of this initiative, including these:

The thing here is that these products aren't really "de-branded" at all - all that has been removed is the brand name. This is an important lesson in any discussion of branding - branding is about much more than a logo or name. Branding can be carried through all manner of visual cues - from the shape of a bottle to a signature colour to a specific typeface - as well as auditory, kinaesthetic and olfactory cues.

In fact, one of the measures of a truly strong brand must be its absolute inability to go anonymous.

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