When I work, my mantra is “create a congruent brand persona”. Part of that persona is made up of brand body language. By that I mean that what is communicated in all ways has to be congruent with how the brand ACTS.
Enter Apple. The recent display of Apple body language in closing down Think Secret makes all their talk about creativity and freedom seem out of tune, doesn’t it? Destroying “hacked” iPhones is along the same lines, as well as DRM-ing music in iTunes Store. Stupid.
{ 0 comments… add one now }