MetaDesign Zürich Strategist Alex Herrmann is no stranger to brands. His love affair with them started in Bern, Switzerland, almost 30 years ago, when growing up as a child he was given his first pair of Nike shoes while traveling in the U.S.
In a second, a strategic and well-crafted brand can evoke a visceral experience and motivate action.
Developing a brand core is a bit like writing flash fiction. Flash fiction – a style of writing with extreme brevity – was first attributed to Ernest Hemingway. As the story goes, Hemingway was at a bar when his friends bet him ten dollars to write a novel in less than six words. He quickly wrote down on a napkin: “For sale: baby shoes, never worn.”
His friends paid him promptly.