When people buy T-shirts just for the logo on it, it shows how much people care for that brand – and is another source of revenue for the company.

Brand Jam by Marc Gobé

Naming is one of the most important parts of a branding strategy.

Brand Jam by Marc Gobé

Find out why things go where they go.

Find out why particular scenes in a particular film sequence are edited together or in the fashion they are or in the time that they are and the way that the cuts work.

What you’re really doing in this situation is you’re working on your craft.

You’re looking at something that you really admire and you’re trying to get into the seethe of the person who built this thing to begin with; to get into their head to see why they made the pratical decisions that they made in creating this, whether it’s a logo or a Web page or anything else.

What we project onto a drawing or symbol is what we see in our own minds. It allows our imagination to engage in a deeper way as our mind is stimulated.

Brand Jam by Marc Gobé

From the naming of the company to the tone of the advertising and the flair of a retail space or Web site, a brand’s emotional personality must reflect a tight set of emotional values deployed in a consistent way.

Brand Jam by Marc Gobé