Do branded goods need a visible brand identity?
This interesting statistic comes courtesy of the New York Times, in an article they published over the summer.
The article points out that higher-value brands tended not to feature visible brand identities on their branded goods.
According to a paper published by The Journal of Consumer Research, this is because consumers of high-end branded goods prefer their status symbols to be discrete. While they do want to broadcast their status, they only want this message to be understood by fellow member of their “elite” group.
This research proves two of the tenets of our own thinking on brand strategy:
1. Effective brands convey their uniqueness using 10% identity, and 90% communication, experience and engagement.
Your brand identity is just the badge on the front of the car. There’s only so much it can say. It’s the design and performance of the car itself that really counts.
2. Sometimes it’s more effective to whisper than shout.
It’s a running joke that designers like to use client identities at small sizes. But this is with good reason: In general, the size of a brand identity is in inverse proportion to its credibility.
What do you think?