Are we serious or are we fun? If you are BMW and branding yourself as the Ultimate Driving Machine you better have some sophisticated experientials to back that up--the showroom, the brochures, the ads as well as a smooth driving performance vehicle. Or the first time I pull out in front of a truck on I-95 and I barely beat it--I'm going to be more than disappointed, I'm going to be returning it to the showroom.
So, it's the name and the look that creates the brand?
The name solidifies the brand in the minds of the creators, and ultimately the public, if they are let in on the secret as to what the name represents. The look reinforces and stands for the brand in the way that a symbol on signage stands for the message behind the symbol.
The brand delivers on expectations you have created and therefore becomes memorable and recognizable when you deliver on those expectations.
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