During branding workshops there is usually a point where comparisons are made with brands outside the category. Often the sort of brands selected are admired for their efficiency, speed and focus.
Ferrari is one of the brands that frequently gets mentioned. It draws on a thread of common equity from Ford’s legendary production line, to the widely admired ultra-high performance F1racing team of today. The speed of tire changes in races is a go-to example of a seamless team in action.
‘We work better’ a strong position. Brand owners are drawn to it because it feels controlled, functional, business-like – and reliably profitable.
But it’s not enough for today’s leading brands. To stay relevant in an ever-shifting landscape, brands need to be both efficient and creative. And creativity is famously lateral and unpredictable. How can a brand be both?
There is a way: first, logic and magic need to be combined into a singular idea, then brand expression needs to utilise the entire toolkit. This includes colour, graphics, tone-of-voice, logo, messaging, motion, imagery, font, all of which need to be subtly blended and balanced between ‘efficient’ and ‘creative’ choices.
Brands can weave together a multi-layered message – when managed carefully. Sounds impossible? Can a brand idea really appeal to both head and heart? Can you combine both performance and passion, multiplying the impact of both? Sure you can, just ask…Ferrari.
