When your brand is not meant to be seen
It may seem counter-intuitive, but a primary purpose of your brand is not to be seen.
It is to be seen through.
Your brand is a lens that enables customers to experience their world, and their role in it, in a richer and more complete context. You show the way.
A brand activates beyond the brand. It does not hook.
It frees.
And great brands do not sit dumbly on a shelf.
They fly.