Neon invited to comment in Design Week – what makes a brand successful?

Neon in Design Week – What really makes a brand successful?

Following Interbrand’s report naming Apple, Google and Coca-Cola as the Best Global Brands of 2015, Design Week asked a panel of creatives what they think truly makes a brand successful — and which brands are getting it right.

Here’s our contribution, featured in the article:

“We live in a world full of brands – some of which make a real connection with you, only to let you down, or sell out to the very man they were sticking it to. But a brand I have a real bond with is Rapha. Years ago, working late at The Partners, I remember chatting with Simon Mottram, a freelance strategy guy, who was just then formulating Rapha. His aim was to build something uniquely appealing to a very focused group of road riders. He kept it simple, real and approachable, creating products and stories about the things he liked – and then relied largely on word of mouth to get the brand talked about. Everything about Rapha is beautiful and detailed; the brand mark, the marketing materials, the product. I’m sure Simon has done very well out of Rapha, but I suspect his version of ‘sitting pretty’ is still being out there, with two wheels under him, off on his next adventure – and that’s what oozes from every pore of the brand.”

Dana Robertson
Creative Director
Neon

To view the full article and all responses on-line click here, but you will need to register with Design Week.