Tuesday, January 02, 2007

Brand Identity


I'm reading an interesting article about brand identity and the adventure/risk of rebranding in Inc. magazine.

It's very relevant to what I am working on right now with both the Daly's Wood Finishes labels and C2 Paint. I have only read part of the article, I can't wait to finish it and see if there is anything I can learn from Dave's Insanity Hot Sauce company's experience...

If anything, our adventures with redesign are exciting, nerve-wracking, and can leave one a bit tired and jaded. Why jaded? There is the snake-oil aspect of branding that one needs to be cautious of buying into. Most important to me is trying to communicate a genuineness behind the gloss.