Line extension into unrelated categories dilutes a brand
Once an emotional connection has been established between a brand and its consumers then line extension can only dilute its meaning in the market.
Don’t make the logo bigger, make it more definitive
Some business leaders look at the logo as an extension of their egos and thus making the logo bigger satisfies their vanity.
Support club growth by articulating your personal experiences
People tend to follow the passion and the feelings that they see in us, which creates an emotional connection that is more powerful than a rational thought process.
The creative output can only be as good as your brief
Getting consistent quality of work from your creative talent is a collective responsibility because you can’t get good work from a bad brief.
