A brand is not about products it sells; it is about the impact it creates. A brand is here to be present in the society, to bring across an idea of how to live in that society.
Iconic brands turn many of the conventional branding concepts upside-down. An iconic brand is not a marketing device to support the product; rather, it is the brand that is at the center of customer value.
A great idea
Iconic brand is driven by an idea - the product is merely a conduit through which customers experience that idea.
And great design
Iconic brands go beyond brand design; they have their own distinctive visual language, unique and memorable, that epitomizes the brand’s heritage, philosophy and attitude.
The focus is on uniqueness, authenticity, and multidimensionality of the visual expression.