Age of Meaning

A new product or service is ready to be launched. A logo, a set of colors and a design look and feel are decided. A brand guidelines PDF is published. And, for many people, a brand has been established. But for products and services to survive in today’s world, much more needs to be done. In today’s world, branded products and services need to go beyond establishing an identity and create a presence that truly matters. Going beyond brand guidelines, they need to take on a presence-defining behavior that engages, enchants and gratifies people – by linking what the brand does...