If you look at the consumer today, how do they recognise a brand? They recognise a brand when they look at its logo.
The problem is that there is a visual overload: on average, it has been estimated that the consumer is bombarded with 5,000 commercial messages a day. They have learned to either tune those out, so they don’t even notice them, or they simply ignore them. I would do the same myself.
There is a narrower window, and a flood of information coming at consumers. In that situation, how do you stand out as a brand? There is...