Change is our domain

Branding in B flat

Published by Nick Hall on 17 September 2009.

About a week ago I stumbled across a remarkable video montage that presented a number of individual videos clustered together. Each independent video featured a different "instrument" playing notes and sounds revolving around Bflat. Some are traditional instruments like guitar or trumpet, while others include singing, talking, synthesizers and even simple imagery with no sound at all.

The magic in this presentation is that regardless of which you choose to play, and regardless of the order or how many of them you choose to activate and when, it creates a wonderful montage that always results in a distinct and harmonious experience.

I believe the leading brands today strive to work in much the same way, where each independent experience is designed to be beautiful and distinct by itself, while still being accountable to the overall brand harmony. The trick is to understand and establish which "note" your organization needs to play in. Done right, the overall customer experience will inevitably delight.

I played with this for about an hour, and it has been one of my most potent links on Twitter. To see why, go here (and make sure your sound is turned on): In B flat

More from Nick Hall:

No, you're out of order (posted on 16 July 2010)

Is it worth it? (posted on 31 May 2010)

Feeling fines (posted on 7 April 2010)

No change for a change (posted on 9 March 2010)

Brand or Bland? (posted on 5 March 2010)

Life is what happens while you're waiting for your Facebook profile to load (posted on 1 March 2010)

Are you experienced? (posted on 24 February 2010)

I wanna be a Guru (posted on 10 February 2010)

10 for 2010 (posted on 4 January 2010)

The Power of the Promise (posted on 11 November 2009)

The power of big (posted on 3 November 2009)

We're not that bad (posted on 26 October 2009)

This is how you do it (posted on 22 October 2009)

Negative space, positive reaction (posted on 21 October 2009)

Hope is not a strategy (posted on 15 October 2009)

The art of selling creative (posted on 12 October 2009)

RRRRRRRFPs (posted on 5 October 2009)

Consider the humble nail (posted on 24 September 2009)

Making waves (posted on 14 September 2009)

The creative search engine (posted on 19 August 2009)

On magic (posted on 12 August 2009)

Empathy (posted on 4 August 2009)

We are all radio stations (posted on 28 July 2009)

Keeping Promises (posted on 24 July 2009)

Next stop, Top Gear (posted on 4 May 2009)

Rebranding will not save you (posted on 23 March 2009)

What Consumers Really Want (posted on 12 February 2009)

How's this for a change? (posted on 24 October 2008)

Following through (posted on 21 October 2008)

Actually it is every day (posted on 21 August 2008)

Porno Sign Standards (posted on 18 August 2008)

Would you like fries with this? (posted on 14 August 2008)

3 or it's out (posted on 7 August 2008)

Surprise! You live in a great city! (posted on 31 July 2008)

Hello? Hello? (posted on 25 July 2008)

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