Tag Archives: brand

Zoom Wants Health Care to Be More Like Visiting An Apple Store | Co.Design

My wife and I took our son to a Zoom when on vacation in Portland a couple of years ago. Utterly different from our other hospital or doctor visits. And, of course, coverage for the visit was denied by our then-insurer, Cigna.



Now, for all sorts of reasons, I think it’s more accurate, and more helpful, to think of brand not as the cause of what the company does, but the effect. Your brand, fundamentally, is the bundle of thoughts, feelings, actions and impulses about you that people have out there in the world – and that’s why it’s so powerful.

Wolff Olins’ Robert Jones, “Brand is becoming meaningless” | The Guardian

It is only by association with a product, a service, a business, or a corporation that a logo takes on any real meaning. If a company is second rate, the logo will eventually be perceived as second rate. It is foolhardy to believe that a logo will do its job immediately, before an audience has been properly conditioned.