Go Logo! A Handbook to the Art of Global Branding

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“It’s our imaginations, stupid!”

Chapter 6

Where Do We Go from Here?

F

or global brand warriors, the degree to which we can harness and channel our

imaginations often can mean the difference between great success and mediocrity

in a career. Go Logo! argues, in the most holistic sense, that brands are good for

societies and good for businesses—and that creative brand warriors are good

for both.

In this book, I have tried to establish the im-

portance of commercial persuasion brands

because of their ability to touch the cogni-

tive unconscious of all who want life’s little

pleasures. The challenge for societal persua-

sion brand warriors is to creatively respond

to people’s very real emotional needs for

“life, liberty, and the pursuit of happiness,” a

much tougher assignment. These challenges

are usually compounded by the innate

tendency for procrastination and arguments

by many charitable or public service groups.

Satisfaction in volunteer work is too often a

case of biting your lip and letting virtue be

its own reward.

The last questions posed are the real puz-

zlers: Is the pathway to the future of brand-

ing itself clear? What will be the determining

factors? What level of business influence

will creative brand warriors be capable of

achieving? Will there be a significant conver-

gence of commercial persuasion and societal

persuasion branding objectives over the next

twenty-five years? In fifty more years, will

Captain Kirk ask (I just know he will still

be around), “Is there still branding life on

planet earth?” And Spock’s answer will un-

doubtedly be “Yes, but not as we know it.”

Certainly societal persuasion branding will

be around in myriad formats, continuing its

role as a potent influencer on global societ-

ies. As for predicting the future course of

commercial persuasion branding with any

exactitude, I pass. Our present age is like

no other in history, specifically because of

computing power, the warp-like speed of

deconstruction in the new mediums and in

multicultural branding.

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But if you pay attention to history, look

for the invisible parts of a logo, recognize

the power of brands beyond their product

features, empathize with peoples’ longing

and belonging needs, find the transforming

magic, and remember that our flat world is

now global, you are half way to being an ef-

fective creative brand warrior. If, in addition,

you are incorrigibly curious, an entrepre-

neur in spirit (if not in fact), and a born per-

suader, with a champion’s heart, a natural

right brain tendency, and a creativity that is

both disciplined and brilliant, there will be

no stopping you.

Identity Is Equity, if:

the look of the brand can outshine •

the competition

the brand can be the voice of the •

consumer

the brand can invent the future, •

and if . . .

the brand can • change the rules.

So, go for it: Go Logo!

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