Speech summary from Harvard YouTube video description:
Adrian Gill, Brand Consultant and Mentor at the Harvard Innovation Lab, shares a pragmatic view on how founders can create and maintain a more sustainable brand advantage through focus on 3 simple things; Desirability, Differentiation and Design.
Content covered includes:
Case study examples including client work on the Barbados + Rihanna brand campaign.
Guidance on designers, logos and developing impactful creative with no money.
Ways to avoid the trap of relying too heavily on functionality of technology to create differentiation. Where the new is instantly visible, functionality alone is not a bankable advantage.
Critical thinking around defining Brand Identity and how to make your brand “hard to follow” for the competition.