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The Design Associates

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GIRVIN | Strategic Branding & Design | Seattle

GIRVIN | Strategic Branding & Design | New York

The Design Associates | Tokyo

Is your brand athletic?

In the game of games, resilience, strength, perception matter.

So too in brands.

To the allegory of sports, as
a gamesman,
I tend to
contemplate allegory, conceptual alignments, metaphors.

Think
poetry.

Flow.
Focus.
Speed.
Strength.
Perception.

Flow:
In the grace of movement, there is a link between the mind and focus and the physical regimen to align psyche and physic.
Speed:
flabby brands can’t move, they can’t make up their minds about “what to do,” and they linger in lassitude and apathy.
Strength:
a brand that has a strong and committed culture [team, attitude and internal vibe] and quickly lever and leverage resources to move.
Perception:
In a manner, a brand that has a strong structure, musculature to move, yet the internal faculties of focus and flow, will be studying the game field — hence perception, watchfulness, feelingness and sensational analysis.
What do you see?
What does it feel like?
What is the positioning of holism — how spherical is the brand? Or is it merely planar?

Otherwise known as:
flat, boring, disconnected.

As some know the brand Athleta, few might know that is a bridge word in the etymological string from the Greek: athletes — which is “fighter, combatant, contestant.” But that thinking comes from the notation of a glittering prize — the win, the athlon — a word of Greek origination.

And in a manner, powerful brands are either athletic — lean, muscular, fit and fast.
Or out of shape — slow-moving, listless, sitting on legacy.

Point might be, to query, what is your brand, how would you characterize it —
athletic? Or flabby?

TIM | Vancouver, British Columbia
…..

G I R V I N | THE PURSUIT OF WOWNESS
INNOVATION WORKSHOPS
CREATING STRATEGIES, PRODUCTS,
IDEAS FOR CHANGE.

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