being greater than the sum of your parts
Branding today is more than logos and copy. It's about cultivating an experience of your organizations' presence and identity. Almost 90 years ago, the prescient Walter Benjamin described Charlie Chaplin's "walking trademark, just like the company trademark." This je ne sais quoi has rendered Chaplin a timeless figure in the Modern imagination, a person who we immediately associate with a set of characteristics, yet a figure who supersedes the mustache and bowler hat.