Brand Your Art and Copy, Too
At a recent breakfast branding club, featuring those in the business and not famous cereals and toaster items, the discussion popped up about the strategy of owning key phrases and images. In addition to graphic standards, which organizations develop to illustrate proper spacing and color palettes, the conversation centered on the need for companies to create key words, phrases, and images that support their brand propositions. Having once worked on Sealy Posturepedic mattresses, I recalled the "ownership" (and subsequent trademark) of the phrase, "designed in cooperation with leading orthopedic surgeons." Key words that created a franchise and contributed to a 90% awareness of the Posturepedic brand. In addition to this copy, all sales materials and advertising were required to feature the now famous mattress "cut-away," the scientific illustration that shows various layers of ticking, coils, and foam. This combination of art and copy became a hallma