Brands need to make more of visual identity

Alan Mitchell wrote compellingly about the crisis in marketing (“Damn the blast…”, MW October 14), and it’s easy to spot the multitude of campaign-led marketing strategies that fall foul of his “sledgehammer” approach.

As the touchpoints of brand with consumer multiply, so does the potential to turn people off, if you fail to be relevant to consumers in every communication. Yet marketing communication failing in this consistency is, quite simply, not brand communication. Easy though it is to apply the terminology of branding to all kinds of campaign-led marketing, good, brand-led activity still works and is distinct – we know it when we see it and, more importantly, we feel it. It is simple, clear and emotive. Think of Apple, think of Heinz, think of Land Rover, think of Nurofen.

Ironically, where we increasingly do need a “sledgehammer” approach is in the visual identity of our brands. A strong visual identity used effectively and not as a badge slap is a powerful tool, providing a vital stepping stone between those carefully built up emotions and the brand itself. A picture is worth a thousand words.

Don Williams

Chief executive

PI Global

London W11

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here