By Marie-Claude Sicard (auth.)
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Extra info for Brand Revolution: Rethinking Brand Identity
Example text
THE UNCONSCIOUS GETS INVOLVED When Captain Cook arrived within sight of Oahu in January 1778, nobody in Hawaii could remember ever having seen vessels of that size and shape. The fishermen saw a strange silhouette with lights gliding across the ocean. They told the chief what they had seen, and the following day they saw it again, except closer this time. The huge sail both frightened and amazed the people, as did the giant masts and the sheer size of the vessel. There was much discussion, and various hypotheses were put forward about what this prodigious thing could be.
Or, to put it differently: novelty is a fact, not a sign of quality. A SWIFT AND RECENT EMERGENCE For lack of an exhaustive inquiry into everything that has been said and written about marketing since its origins, it is impossible to assign a precise date and birthplace to the notion of brand identity, nor is it possible to determine its parent or parents with any degree of certainty. But we can affirm all the same, and without great risk of error, that the notion was truly developed in the last decades of the twentieth century.
The result? A stylized flower (or a sort of sun, since the flower’s nickname is Helios), colored white, yellow, and green, followed by the brand’s two initials, no longer written in uppercase but in lowercase. Criticisms rained down from all sides when BP unveiled this pastoral image full of new intentions and too politically correct to be honest, coming from an oil-producing—ahem, energy—group. But at least its intentions were clear, and BP (bp) could justifiably speak of either identity or visual identity, without differentiating between the two: the one expressed the other, at least potentially.
