David Lemley’s ‘The Indelible Brand’ featured in DDI Magazine
David Lemley has written an article featured in Design and Display Ideas Magazine. The article, ‘The Indelible Brand, Bonding with the Customer’ is featured in the publications ‘Think Tank’ section, a monthly column for industry leaders to provide innovative perspective on branding and design. ‘The Indelible Brand’ emphasizes the importance of bonding with the customer through a brand’s unique individual character communicated through its personality.
The article explains the importance of understanding the personality of the customer in conjunction with the personality of the brand.
As an example, Lemley states:
“The melding of the personality of the customer with the personality of the brand is what relationship building is all about. It’s the alchemy that defines the unifying aspects of the experience and how to best communicate and design it.”
Lemley also emphasizes the difference between a brand character and personality. He explains that character is ‘who you are’ and personality reflects ‘how you communicate’ who you are. This results in an experience that bonds the customer to the ‘big idea.’
He explains:
“A brand that is successful at cultivating customer loyalty, is one in which the character comes through the personality and is revealed in the experience. It conveys: 1) a sense of belonging, 2) a reason to believe, 3) an authentic representation of the brand.”
Design and Display Ideas is one of the top retail design publications in the country. With a combined readership from its print publication and website of over 60,000, DDI provides corporate design executives with up-to-date trends, information, products and news about the retail design industry.