CONFIDENTIAL GAVIN IVESTER
GAVIN IVESTER
THOUGHTS ON BRAND
GAVIN IVESTER
Humans are emotional. We need approval. We crave interaction. A flavor, a smell, or a song can bring us to tears— sometimes out of joy, sometimes out of pain, sometimes both. We demand aesthetically pleasing objects, we go to the ends of the earth for a feeling, and we’d give it all up for love. We don’t do what makes sense. We do far more.
Emotion is at the core of every human decision and action
.
GAVIN IVESTER
Brands are among companies’ most valuable assets, and the least understood. They aren’t a logo or a catchphrase, and they aren’t contained within companies.
Brands are the collective impression made by everything the company does
. They’re other people’s feelings. Expressing a brand is a difficult task, because it’s easy to get mired in complexity: from the inside, businesses aren’t simple, and organizations tend toward keeping everyone inside happy. From the outside, people don’t care much about what happens inside the business, or why. They just want to feel good, have a great experience and get a good result. They expect value for their money at all levels— and how they judge value varies widely.
GAVIN IVESTER
Products and experiences speak louder than any messaging
.