Among the hallmarks of a good brand are a clear competitive stance, a sense of rectitude, and a dedication to aesthetics. Why aesthetics? Because it’s the language of feeling, and, in a society that’s information-rich and time-poor, people value feeling more than information.
The alternative to good design is always bad design. There is no such thing as no design.
As such, design-driven companies outperformed the S&P 500 and the FTSE 100 and All-Share Index over a 10-year period by over 200 per cent.
Those with meaningful brands did so by over 400 per cent.
In 1980 virtually the entire market capitalisation of the S&P 500 companies consisted of tangible assets. By 2010 tangible assets accounted for only 40 to 45 per cent of the S&P 500 companies’ market cap. The rest of their capitalisation consisted of intangible assets, and about half of that—more than 30 per cent of total market cap—came from brand.
So, what would be more devastating to the Coca-Cola Company: if, tomorrow, every single one of their assets burned to the ground, or, instead, everyone forgot the brand?
Don Eglinski works with a small cadre of rogue creatives based in Los Angeles, Chicago, Stockholm, and Toronto. Design, myth, religion, semiotics, and storytelling inform a proprietary auditing process we use to understand not just how market spaces are perceived and understood, but what they mean to people.
Feel free to hit us up: firstname.lastname@example.org (don’t worry, email on our end is encrypted through Switzerland).