63 Owning an Aesthetic

Protecting the brand identity in a legal sense becomes even harder than identity programs, but attempting to “own” a meaningful space in the mind of your customer is every marketer’s objective. Being cognizant and proactive in projecting and protecting brand identity turf is worth the investment to keep a company sharp and competitors at bay.

Hershey’s
BIG/Ogilvy
Brian Collins, Edward Chiquitucto, Roman Luba, Weston Bingham

Hershey’s capitalizes on its recognizable brands for its Times Square presence in New York City.