October 2010
Beginner
208 pages
4h 56m
English
Content preview from Brand Identity EssentialsBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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18 Brands as Symbols
The best brands tend to symbolize something in a culture beyond the specific, pragmatic offer. In rare cases, brands themselves have risen to the level of becoming cultural icons.
When people buy bags prominently displaying the logo of a shoe company, get a tattoo of a computer company logo, or write a song about a car company, you know these brands symbolize something beyond shoes, computers, or cars. When a brand authentically connects itself to an idea that resonates with audiences—health, education, community, etc.—the brand symbolizes more than a business value proposition. Brands that are as much about belonging as they are about buying tend to build the greatest value over time.
Photo: Terry Johnston
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.