This manifesto, originally published as part of Lemley Design, has a timeless ring of truth and casts a potent light on the spirit of what we are doing today. Enjoy -DL
Stellenbosch University (one of the four top research universities in S. Africa) is using David Lemley’s article, Identity Crisis: The Seven Deadly Sins of Branding in their course pack for Masters in Branding.
Identity Crisis: The Divine Comedy of Brand Management
Economic limbo cannot erase the fact that we live in a world where cars start the first time, phones are addictive and the gourmet coffee, is well, gourmet. Only the Unaware offer products or services they deem good enough to a world where everyone can get anything they want almost anywhere.
Today’s consumer is looking for you, the brand steward, to provide them with a self-actualizing experience. And while this needs to be orchestrated carefully, take heart, ending up in branding purgatory doesn’t happen overnight. It comes after a lifetime of refusing to be saved. Sadly, for every good thing we can do, there are many more actions we take either purposefully or by happenstance, that simply don’t contribute anything worthwhile to the brand’s presence, personality and strength.
So what can the faithful do to avoid such a fate? Keep a watchful eye over the Seven Deadly Sins of Brand.
The Sin of Ennui (more…)
1965 Parents won me in a poker game in Vegas.
1972 Declare to the world that I want to be Picasso.
1978 Lose 8th grade talent show lip syncing in full Kiss Regalia.
1979 High School art teacher tells me I will never amount to anything.
1981 Attend first rock concert with my older brother (Rush Moving Pictures Tour).
1982 Attend Cornish College of The Arts as high school student and discover design.
1983 Publish several really moody poems in Washington State Anthology.
1985 Graduate from Art Institute of Seattle with a mullet and a David-Byrne-sized sportcoat.
1986 Work as Anton Kimball’s Sandwich boy and learn to draw logos.
1987 Spend Halloween on Calpe’s Penon De Ifach while backpacking through Spain.
1989 Paint 18’ tall murals of Dr. Seuss’s Hunches in Bunches in first Studio.
1991 Enjoy flannel shirts, long hair and Seattle’s grunge music scene.
1993 Trade in the Miata for an SUV.
1996 Start a coffee revolution with my friends at Starbucks.
1997 The incomparable Sheri Hauser finds a yoga studio for rent. I become the Mr. Rogers of Queen Anne Hill.
1998 Do the Bumbershoot thing.
1999 Featured in HOW Magazine Business Annual with really big hair.
2000 Judge Communication Arts Design Annual the week of the dot-bomb.
2002 Study Design Firm Leadership and Management at UW while running Lemley Design.
2003 Snowboard and hike the Cascade Mountains while Reinventing REI brand.
2004 Hire first Cultural Anthropologist to work in a brand design firm.
2005 Write “If You Believe” manifesto from the cottage on the dock, somewhere in Seattle.
2006 Become addicted to The Food Network while repositioning Sur la Table.
2007 Speak at DMI Brand Business Integration Imperative at The Drake Hotel in Chicago.
2008 Address The National Retail Federation with friend & client Robert Raible.
2010 Leave the ocean for the midwest to become Creative Director at LPK.
2011 Spearhead global brand reinventions for Pepsico while at Hornall Anderson.
Now Launch Retail Voodoo
Retail Voodoo believes that Brand Extension (leverage of a well known brand name in one category to launch a new product in a different category) is a smart strategy when the brand is in alignment. You can read about some humorous brand extension failures or you can view some of our Brand Extension work in action.
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Related Content:
Brandscape Scenario Planning
What is 360° Design Language and why should retailers and brand owners care?
You can read the definition at wikipedia
Retail Voodoo believes that good design language, no matter how ground-breaking or category disrupting, appears inevitable. 360° design language establishes a boundary for all forms of communication and looks effortless.
Our 360° Design Language in action.
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“David and team were brought in to develop a brand-appropriate approach to our graphic design. They delivered a holistic system that was comprehensive in scope and able to apply across the broad complement of our graphic design needs. They demonstrated great creativity and the ability to work within challenging parameters.”
– Karen Auletta, Marketing Operations Manager, REI
“When critical audiences hold a brand in high-esteem, it creates an opportunity for private label to enjoy similar status as national brands. In REI’s case, this strategy created significant growth in a wide variety of product categories such as tents, sleeping bags, packs and sportswear.”
–David Lemley
