DMI eBulletin - DMI Review Download of the Month

DMI Review Download of the Month: September 2007

Finding the Heart of Your Brand

By Scott Lerman, Founding Partner, Lucid Brands & William Ayres, Creative Director, Infinia Group

In an entertaining graphic format, Lucid Brands' Scott Lerman offers some principles that help generate compelling brands. Begin by concisely defining your organization's character and aspirations. Then consider P.I.E., potential, importance, and ease. Each has its place in formulating a strategic plan. And don't forget those ideas that may not be important today. They certainly may be important tomorrow. "Think about it," Lerman writes. "Phone banking and Internet banking were sleeper ideas…. Neither was considered important to compete-when it did not yet exist. Are there sleeper innovations you can build your brand on?" This article is short and to the point, and will get you thinking.

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This originally article appeared in the Fall 2006 Design Management Review.

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