39 Brand Psychology

The world’s most memorable brands tend to distinguish themselves in the connotation—not just the denotation—of the value proposition. Brand builders strive to create just the right connotation for the brand in the mind of its target audience. Success in this endeavor is a rare and precious commodity.

While the idea of corporate reputation is nothing new among public relations and marketing professionals, linking diverse brand initiatives for a cumulative psychological effect on target audiences is the work of building a brand identity. It starts and ends with what people think—or, more accurately, what a brand can inspire people to think.

1. Fire Road

2. Saint Clair

3. Ti Amo

4. Marlborough Sun
The Creative Method
Tony Ibbotson, Andi Yanto, Mayra Monobe

Most people don’t know enough about wine to make educated purchases. Fortunately, wine distributors know a lot about people and they know how to craft packaging to capture the attention of wine consumers.