Why the Only Thing That Needs to be Consistent about your Brand is its Sense of Self

by · Aug 24, 2016 · 56 views ·

Like a chameleon, Lenovo’s visual identity adapts to its environment. Rebecca will share Lenovo’s fluid approach to branding, and the global strategy that drives creative decisions. From the logo, booth and social/digital marketing assets, Rebecca will share how she creates a 360° visual expression for events. She’ll show you how to apply these strategic insights to generate tangible results — including audience engagement and increased brand perception. At the end of the session, you’ll be able to: Understand the best practices for executing fluid versus fixed branding Shift your brand’s visual identity based on things like cultural references and audience preferences while maintaining its heart, soul and energy Understand how and why less control over creative assets can help you move the needle in brand perception

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