Brand Essence and the Art of Zen Marketing
The Artistry of Selecting Powerful and Creative Brand Imagery.
Is there a science to imagery selection as it relates to a brand and to marketing that brand?" The answer is decidedly "yes." But, in the world of creative marketing, the science of which images work best is less science and more of an artistic extension to the story you are trying to tell. The clearer the story, the easier it is to find an image that will amplify your brand message.
Imagery plays a huge part in evoking our human feelings and emotions that create the reactions, either positive or negative as to how we relate to (or buy) a product or service being offered for sale. It doesn't really matter if it is a B2B or a B2C marketing message, great imagery--or that is, imagery that directly evokes an immediate "felt reaction" is decidedly stronger than an image that is just merely attractive. Even the most beautiful photographs are often dead in in the feelings department. (as are sometimes photos of merely just beautiful people)
As for the image posted on the blog. When I first saw it, it appeared to be a Japanese Zen rock garden--raked sand and neutral walls. It gave me a feeling of serenity or spiritual awareness. It felt calming.
But, the image below actually hangs on the walls of one of the most successful franchises in history. And, not surprisingly is directly related to their corporate mission statement--and still manages to also say something directly about the product it sells.Yes, it is attractive and exotic and got me to pay attention and look a bit closer. But, upon researching the company's brand essence, the image rationale came clearly into focus. The photo was a visual metaphor that was pulled right from the top of their marketing infrastructure--the mission statement.
Mission Statement: "To inspire and nurture the human spirit - one person, one cup, one neighborhood at a time." Starbucks coffee beans drying in the sun: a spiritual Zen garden you can taste. I like it.
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