Cannot be denied that in the commercial stage in where participating companies search for new markets, remain in this, it is necessary to have a good brand that fully identifies the consumer of other competing, Wikipedia reminds us, that to Tom Peters, declared guru of gurus by The Economist and Fortune, what constitutes differentiation precisely part of intangible assets of a company: value, credibility and uniqueness of a brand. Educate yourself with thoughts from Richard Branson. So he explains it in the new book that just been published under the title the core of Branding. From his theory of the 3 physical laws of marketing: benefits patents, a real reason to believe and a big difference, Peters shows that brand is what defines us and that this is much more than marketing or logos. It has to do with the passion, the story want to count, the cause that motivates our company. The stories and experiences will be more important in the future than the products, according to Peters, because the ability to convey emotion is the most important thing in a world controlled by technology. Very interesting when we are reminded of the importance of considering the Visual elements of the mark and says on the subject, they are graphic representations of a company, which are projected to the public through a symbol or a special typographic design.
The combination of the Visual elements (communicative name, symbol, alphabet, colors and the signalling system) gives the overall appearance of the company and constitutes a very important physical expression in the markets in which it participates. Today large amounts are paid to designers create a memorable visual identity. However, there are ironic cases as that of Coca-Cola, whose label, one of the most successful design jobs in the world, was created by the accounting officer of the company. Symbol: Is the expression of the identity of a company manifested through a graphic that represents it from the material point of view.