Patrick Horan examines firm branding and Steve Jobs’ Apple approach
People are exposed to hundreds of ads every day – along streets, TV and online, everywhere. But the industry has faced a growing problem over the years. People remember almost none of them. The world is a busy and noisy place. People’s attention span is short. They don’t have much time to consider your company or remember much about you. They spend little time trying to figure things out: either its immediately clear to them or it is not. If it is, they’ll maybe spend extra time looking at it. If it’s not, they won’t. That means if they do focus on you, you have to be clear about what you want them to remember. The way to do that is not to talk about how 'client-focused' your company...
