Much has been written and commented about the ongoing BP disaster in the Gulf of Mexico. This story most certainly has a brand lesson. I wonder if the big companies and the agencies that market them are paying attention?
Arakawa Shusaku — July 6, 1936 - May 18, 2010.
It was 1991, and I was fresh from Japan, adrift in New York, and uncertain of my destiny. It was Madeline and Arakawa who found me (especially Madeline). They took me in, fed and nourished me with scraps of wisdom—and curry—from the kingdom of intellectual freedom in which they habitually dwelt.
They surrounded themselves with young minds. They fed us daily from a seemingly endless supply of insight and compassion ... and stories. They respected our thoughts and gave them room to grow.
People and relationships are critical in business to business transactions, and so a strong B2B brand should communicate a sense of personal connection. It should speak to who the key players are and what it will be like to work with them. Great people photography facilitates this tremendously.
In the pre-Gutenberg world, books needed to be written by hand. This meant that in Europe, they were written in Latin so as to be universal. Generally, you could not waste a book on just the German speakers, for example...To quote the famous first words transmitted over the telegraph: “What hath God wrought?” … “Have you any news?”