I asked myself a question, “What is my purpose in the marketing world?” Well, my hobby turned side projects answered that, with each one having a melody of its own. 4umum.com reflects my love for my dear mother, with slogans like giving back, optimis+ and “Hope is food for the Soul.” Whereas UnityStates.com has a mountain of a slogan, “Black or White – We’re ALL the Same” which resonates with the brave. Finally my masterpiece 7ofPARIS.com with its flamboyant slogans like, “Grandiose” or the quote, “Long Live the Crayon Kids,” to the punchline, “it’s easy to criticise, but can you create?” speaks volumes.
From all of my projects, I noticed a pattern in my brain. The secret ingredient behind my ideas is philosophy or fashion philosophy to be specific. I was always big on quotes, and during my university years I would flood my twitter line with food for thought, all of which helped me understand life. I then combined design with philosophy to create the brands above. It sounds simple right, but believe me I had many sleepless nights working on my craft – from quotes, to design, and execution through online sales.
Steve Jobs once said, “you cannot connect the dots forward, you can only do so backwards” and so I saved all my Confucious like quotes and combined them with simplistic design to create my brands. The quest to success lies in looking backwards and connecting the dots to draw the perfect picture. I absorbed so much art: from music, film, documentaries, the list goes on, but they all were part of the bigger puzzle. As I write this, I am fully content. With views from around the world, to online sales success of my brands. I have seasoned each brand with my creativity and kept it on the right track – towards their destination.
Branding takes years, and sometimes tears.
Firstly, branding does not change your brand, but your strategy. Secondly, we cannot stress how important the story is, as every story has its own unique roots. The best of brands create relationships with consumers, hence why the fuel of branding is emotions. Which brings us to the third necessity, Emotional Branding! EB is the cherry on top of the list we offer here at Moorketing because when a brand reflects love, only then can it escape competition. A brand must be fluent in loyalty, but this only happens when a brand is loved.
You may be thinking how? Well we cannot give away all the secrets, but, persistence is instrumental to a vision. Another key aspect is finding out what people think of your brand, find a way to dig into their gut feelings about your brand. Because for a brand to flourish, it must indulge and act upon customer feedback. Once you create this relationship with your customers, your brand in essence becomes part of their memory. That’s why a brand that is nostalgic, will always thrive.
Branding takes ideas, years, and in some cases, tears – but the good news is, we’ve been through all that hence why we’re referred to as Brand Scientists. After all, we believe that success is a science, and not only have we created brands, but revived them. I shall end with one of my favourite quotes, “it’s easy to criticise, but can you create?”
Words, written or spoken are sacred. “Patience is food for the Soul” … how powerful are words. “Be an instrument to improve Humanity,” how effective are words. “The currency of this World should be kindness,” – words are paramount.
When I sit down with a client, I act as a Scientist. Firstly, depending on the business (in recent cases it has been restaurants) I pick out buzzwords or keywords that are in sync with its direction. Then, I carefully tailor the words around the vision of the client because I believe that words can blossom your brand. When carefully woven, they can be potent in creating vibrancy around your story. They can enhance, ignite, and harmonise your brand.
Why can’t Art be infused in Marketing? As a Brand Consultant that is my aim, I want to paint a picture to my clients through vocabulary that to some may seem to be different but to set/create trends one must be unique. Because words, when seasoned perfectly can create irresistible flavours. There is a growing appetite for creativity and with every client we aim to plant a seed that will grow and eventually drive the brand to success.
I leave you with a sentence I wrote whilst travelling in the beautiful Swiss Alps, “Words are melodies to branding and the magnet of a brand is belief.”
Exceptional design boils down to beauty and simplicity. For one to design, he/she must be a visionary. He/she must create a solution that can harmonise humanity and ultimately connect/unite culture. There is a melody behind design, and it’s called change.
Change is an obsession to modern designers, change is potent and curiosity triggers action that influences this change. Often, one thinks design to be about furniture, cars, but technology has been at the forefront of this movement. The remedy to great design is creating a product that is a magnet to the heart. A remarkable product must fuel modern day culture and play its part. Apple inc. have done that – having recently announced the sale of over 1,000,000,000 iPhones (you saw that alright … a Billion).
In relation to branding, firstly I would like to highlight that taste is critical to design and without taste you will not set or create trends. To have a design driven mindset that is in sync with the trend-conscious will do you wonders. Secondly, creativity in the aspect of differentiation is the rhythm to a branding orchestra. Thirdly, I love typography and for the last year have continuously studied different fonts, how they pair/marry each other, and those Vogue type fonts that have changed the fashion World. With regards to logo’s, when I have a client, not only do I brief graphic designers to do a cool logo but force myself to go on photoshop and create a typography font logo which is in sync with their brand.
To conclude – Design at best, is simple and beautiful, or … simply beautiful. For that reason I applaud Apple Chief designer Jony Ive for inspiring me, thank you.
Are you like me? When I first visited Paris I was amazed at the subtle yet rich brands such as Louis Vuitton, Cartier, Chanel, Yves Saint Laurent, Balenciaga … the list goes on. Some, I cannot even spell but I know how to pronounce them. I found something however that took me a while to realise, the key to their branding is simplicity. Yes, Simplicity!
My first ever book that I read was How to Think like Leonardo Da Vinci and the very human who was part of the Renaissance period said, “Simplicity is the Ultimate Sophistication.” It was evident this is true when I read another book by Ken Segall (the right hand man for all matters Marketing to the legendary Steve Jobs). He stated that Apple were all about simplicity, I found this outstanding, but when one thinks in clarity … the iPhone has only one button at the front (everything is done via the touchscreen) I am not counting the volume, on/off button because that is standard in all phones. Even my two year old cousin used to play angry birds when the iPhone 4 was in its heyday.
So, be it Creativity, Design, or Branding everything should be simple. But by simple I mean the one that touches the 5 senses, be slick, attractive, and worthy of a purchase. Yes, that is the secret everyone however it is the most complex thing to accomplish.
Long Live Simplicity!
For a chef to create he/she must taste. As simple as it sounds, it is rather true. However that is just one of the 5 senses. To be potent, you must allow the customer to fully indulge each senses. Only a polished brand has this ability, and believe me it can take years and tears, unless of course you already know the secret. The equation you see below is the alchemy to a successful brand, it will create ripples of positivity, and keep everyone happy – from staff to shareholders. I should really write a book on this, but being one that likes to share knowledge – here it is.
Last night I had a conversation with someone close to my heart and perhaps my biggest critic. I was adamant that my point of taste being the road to success is correct, yet his view complemented mine with another sense … feel. Take for example the hospitality industry, in specific fancy restaurants – they truly first and foremost rely on feel. These are not my words, rather they are his – who has (may I add) been in hospitality for over 15 years, “feel is so important, when you are living in a city such as London, you are faced with daily challenges, you are not on holiday mode and it all begins with feel. From the cutlery to the glasses, quality of the napkin, all the way to the feel of the table/chairs.”
Feel must be conditioned in the brand DNA, feel leads the path to taste, without feel we will not enjoy the taste. In short, feel fuels taste … irresistible taste that is. Now you can poach my thought or you can ignore it, but if you truly understand branding, you should keep this in mind: Success = Feel + Taste