What comes to mind when you hear the name Leica? I posed this question to about two dozen professional photographers and they enthusiastically responded: "prestige," "precision," "craftsmanship," "envy," "excellence," "perfection," "tool of the masters," and even "lust." To this glorious praise I would add: quintessential.
Last month I offered some branding advice based on the belief that, in order to win, companies need to Unify, Simplify and Amplify their brand message. This month I will showcase my first example of a brand that puts this formula into practice — the Italian brand Moleskine, or as they pronounce it in Italy, "mol-a-skeen-a."
Moleskine is the "little black dress" of notebooks. Like that fashion staple, it is a blank canvas for personal expression ready to be dolled up at the creative whim of its owner.
In the spirit of full disclosure, I confess that I drank my last cup of coffee 35 years ago. So I shouldn’t care about the re-branding of a legacy Seattle coffee merchant. However, the new logo introduced last week by Seattle’s Best Coffee deserves a branding taste test.