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Brands from the Mouths of Babes

Consumer research doesn’t get much more real than a five-year-old and a mic.

Or so learned brand identity guru Adam Lind when he asked his young daughter to name — as best she could — several market-leading marks.

It’s also interesting to note that this is just about the age that sociologists say we first start interacting with brands and assigning them values — sometimes values that hardly waver over the course of our lives.

I, for one, have always continued to associate Republicans with parade elephants. And I always will. Hmpf.


Shout out to Brand New.

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