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The ‘Best’ Designed Beer Can Is the One That Sells the Most Beer

Best Designed Beer Can Is the One That Sells the Most BeerI recently read an article in Adweek called “What Are the Best Looking Beer Cans in America.” Apparently we are in a Golden Age of beer can design. And some of them are pretty fun (see a gallery here). But I believe that while these designs are creatively interesting, they divert from a beer can’s real job, which (aside from its function as a container) is to get beer drinkers to buy the beer.

Design should have an objective. Design is purpose-driven and client-driven, and these qualities are what differentiates it from art. Good design can certainly enhance our lives and create an aesthetic response in its beholders. But I believe the best design is the one that sells the most product and builds the biggest market.

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The Benefit of Organizational Identity

Having worked on more than 300 identity programs over the course of our careers—for all types of clients, ranging from startups to Fortune 100 companies like GE, Boeing, Apple and Walt Disney—we’ve seen that the value of a strong brand identity cannot be underestimated. It can be the difference between success and failure for an organization, no matter how big or small.

From marketing and advertising to operations, investments and recruiting, everything you do begins with identity. It’s the organizing principle that makes your organization unique and meaningful. And because it is of such strategic importance, a strong identity drives tremendous value through your organization.

We recently made a video that distills our thinking about the value of organizational identity—why it’s important and what it can do for you.

Please take a look and share to anyone you think might be interested in learning more about why identity matters.

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Relevance: A Brand’s Fountain of Youth

Relevance: A Brand’s Fountain of YouthRecently I read an article in the San Francisco Chronicle by Leah Garchik. She recapped a story that involved a pilot, who, while navigating a flight to the East Coast, suggested over the intercom that passengers look out the window for a scenic “Kodak moment.” As Garchick reported, one flight attendant then asked, “What’s Kodak?”

Once a ubiquitous tagline, “A Kodak Moment” made its way into casual speech to describe a moment worth remembering, but awareness of Kodak’s popular tagline, as well as its brand relevance today, has almost completely evaporated.

This is a huge lesson. Success can be fleeting, even for the most iconic brands; The question is, how can you prevent that from happening?

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Managing Brand Complexity: Staying Ahead of the Curve

Managing Brand Complexity: Staying Ahead of the CurveLarge companies—like GE, Google, Samsung and others—know this law of branding firsthand: As you grow in size, you will grow in complexity. Acquisitions, organic growth, market segmentation and product and service extensions all add complexity to brand portfolios. How should large successful brands such as these manage brand complexity?

Growing companies realize they need to support the strength and cohesiveness of their corporate identities, while also accommodating the needs of their individual brands and sub-brands. We call this “brand balance.” This balance gets harder to control as you grow; there is a very real complexity curve that gets steeper with a company’s size. To remain successful as you grow, it is important to learn how to stay ahead of this complexity curve.

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