“Champions of Design”
Champions of Design features 25 cracking cases on brands who have used design to give them an edge. Each case combines great visuals with nuggets of insight on the brand.
Want a copy? If so, check out the online version of the book here. Then leave a comment here on the blog with your favourite brand from the 25 and why you picked it.
The first 10 readers to leave a comment get a book. Simples.
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Here's a good example of a brand that has uses our mantra of "everything must sell", turning their shopping bags into what James from JKR call "bright beacons of brand advocacy". He goes on to applaud the courage and discipline of Selfridges to keep the bags so bold and simple: "Apparently, early incarnations of featured decoration echoing the shop’s exterior. This was judiciously removed, revealing a contemporary brand unencumbered by its heritage".
By consistently using the bright yellow colour, Selfridges has created some distinctive memory structure for the brand. They went a giant leap further when celebrating their 100th anniversary in 2009, launching a whole range of exclusive and limited edition products in the same colour.
I share JKR's enthusiasm for animated film supremos Pixar. Yes, they revolutionised the movie world with their digital animation technology. I too admire their incredible attention to detail.
But the real magic of Pixar is their storytelling, as Silas from JKR explains: "The emotional heart of the films defines Pixar, not its dexterity with a pixel. Both Up and Toy Story 3 were mostly reviewed from the perspective of how embarrassing it was to start weeping in front of your children".
I've posted on the power of storytelling in brands here.