It's a language built on the colorful foundation of our consumer product history. I call spirit branding. It's that intangible sense of who the company is, not just what it sells. It's what makes the difference between being a company or brand we've grown up with and being one we've grown to love. And it's done especially well by companies that target kids.
Gap knows itself.
Even though adults buy Gap products, it's not the same as being a Gap Kid. Branding once was thought to be the stuff of smoke and mirrors, and traveling snake-oil salesmen. Paul Rand gave the definition of branding some dignity, saying it conveyed what was unique and memorable about a company. That's still true today, but now companies must also reflect the spirit from which the unique and memorable derive, and project a certain honesty while doing so. It's blowing away the smoke and shattering the mirrors to see clearly and exactly how in tune a company is with the environment.