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149Twelve Key Determinants to Creating Successful Brands
(continued on page 150)
Hirst Pacific’s orbit clock maps the
position of the sun chronologically.
Absolute Essens, an
Estée Lauder fragrance
prototype
was required. Brand strategy was gradually being woven into how I approached product
design. However, the battle for me in those early years was about bringing the brand to life
through the design of the product, without compromising truly great design. Strategically
created solutions that fit the brand personality do not always become classic icons of
design, so blending strategy and “design” as a single principle was an essential next step. As a
result, the synthesis of the two disciplines, brand strategy and product design, was underway.
All powerful and influential brands are built around exceptional products and services.
These products and services help define the subliminal idiosyncrasies of the brand and
why they appeal to all of us. An ice-cold, fizzing Coca-Cola, for example, will always refresh
and quench a parched throat, and Apple’s digital innovations will always be encased in cool,
clean design. These brands join many others that have crossed international boundaries and
are truly global, with products and brand identities that appeal to a broad ethnic diversity in
all cultures.
The Power of Persuasion
On one occasion, I was engaged in a global project for PepsiCo prior to Iraq’s invasion of
Kuwait in 1990 and the subsequent Desert Storm. The project was to review Pepsi’s global
outdoor presence and then determine new initiatives and opportunities. The part of the
world I was to investigate included Saudi Arabia, United Arab Emirates, and Kuwait. At the
last minute, Kuwait was cancelled from the itinerary, and, at this time, Americans were advised
not to travel in the Middle East. I became the lone sacrificial Australian to audit the region.
My flight from New York via
London to Jeddah, Saudi Arabia,
arrived at about 11 o’clock in
the morning. Prior to landing, I
noticed the airhostess giving out
handfuls of little liquor bottles
to most of the Arab passengers;
she asked me if I would like
four miniature Johnnie Walkers.
I was puzzled by the frenzy to
Design Sense
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