A Living Brand ® is, well, alive!
We believe that brands are living, breathing entities. Brands are conceived and born. They grow and learn. They enter relationships, have values, a unique identity and personality. And over time, the successful ones respond to, adapt to, and even improve their environments.
Living Brand is JDK's proprietary strategic approach to branding, developed over 20 years. We believe that to stay compelling and vital, brands
need to evolve with cultural and marketplace changes. Yet like humans, a Living Brand has core values that remain true.
A Living Brand is not merely a marketing construct; it also represents a body of ideas and beliefs authored by a Brand Trust® of multidisciplinary thought leaders who inspire a culture and drive the company's relationship with the world.
A Living Brand ® is balanced and whole.
A Living Brand relates to its audience through rational, emotional, and cultural dimensions that are relevant and powerfully differentiating. The most successful brands are engaged with their audience at all three levels, which intersect around a differentiating Living Brand Idea.
A Living Brand ® has a cause.
Beyond its rational attributes, a brand must stand for something it celebrates every day. While it needn't be aggressively polarizing and may be popular with a huge global audience, a brand shouldn't be everything for everyone. A differentiating strategic idea drives a unique voice and informs the development of all the aspects of the brand.
A Living Brand ® is cohesive and rich.
The Living Brand creative platform provides a tone and personality framework that inspires and guides the brand through all its touchpoints, both internal and external.
A Living Brand comes to life through:
Brand Identities and Visual Vocabularies:
Naming, identities, icons, typography, color, sound and motion design, brand photography and illustration
Product Design:
Signature form and function, materials application, color palettes, textures and patterns
Packaging:
Graphics, form factors; visual merchandising and point of sale
Branded Environments:
Retail spaces, trade shows, events, office spaces
Marketing:
Print advertising and collateral, online and social media, copywriting tone of voice