Great Brands

Brian Collins, who spoke in our Brand Campaigns class, gave a memorable example of how people experience brands.


The brand promise: A pirate flag
Message: "you're fucked"

The pirate brand is reinforced by:
1. All they had to do to get their intended result was raise their flag (logo)
2. Employees - "It's time to act like pirates (not just sailors)"
3. Internal and external communications

Brands live in three elements, which unify to create one brand image:
1. Communication design (flag)
2. Environment design (ship)
3. Product design (peg legs, guns, etc.)