Anatomy of a brand - Nikon
They're both Japanese companies after all, in a very similar niche. What makes Nikon different? Before diving deeper down the rabbit hole, let's consider the visuals: although the logo has been revised many times, it has in its essence remained very simple. No fancypants, no unnecessary elements. Due to its oblique, sideways-leaning form it reminds of "motion", as the motion involved in photography and cinematography. The faint white shades set against the yellow background allude to photographic exposure, lightwaves or something similar.
The niche is illustrated in plain sight, you just have to know what to look for. Here's the crux, though: Nikon has sought to explore the immensely profound question of "who we are" - then answer? "I am Nikon. We are Nikon." The mighty tagline ties in with the essence most professionals in the field attempt to capture in a shot or in film: "who or what are you in this very moment?" A deep-rooted psychological issue Frankl looked to analyze, the question of who we are is asked and answered by Nikon: at the moment of the perfect shot, the magnificent mountain is Nikon. In the fleeting second, a fashion model is Nikon. On that pic, an entire family is Nikon.
This is an innovative concept setting them apart from the competition. And it fucking works.
Ânatomy of a brand - Coca Cola
What started out in a pharmacy in 1886 (!) in Atlanta, Georgie, over time turned into one of the most powerful companies in the world. Literally. And while it's not written anywhere on their website, their original recipe did in fact contain minute quantities of cocaine, completely legal at the time. These days, very few people are privy to the secret formula behind the universal venture. Their motto is to "refresh the world, make a difference". Would you have associated this sense of impact and happiness with a drinks company?
Coca Cola, with is iconic vintage logo, pioneered the world of advertising and until this day, controls the market in a huge chunk of the world. Particular attention should be given to their marketing team in Latin America, where in some villages, Coca Cola is consumed MORE than water. Quite impressive indeed. Did you also know they actually did invent "Santa"? Well, let me specify: the historical figure of Santa as a kind person has been extant for ages; and yet, its visual representation as a chunky, bearded man who brings joy, happiness and presents to all well-behaved children in the world stems from an aggressive marketing campaign, which succeeded at bridging the gap between verbal, visual and historical. A master stroke.
To this day, Coca Cola drives around the "Santa truck", distributing their products at many locations. Strong colors, unique iconography and initiatives aimed at shifting focus from its empty nutritional values to abstract values such as happiness, well-being, celebratory round up one of the first major global players in branding. Now it's time for a Coke, wouldn't you agree?
Anatomy of a brand - red bull
The universe built by Red Bull is one of adventure and adrenaline, in line with the ir product assortment which aims to boost your energy, your well being, your productivity on the search for more.
With its potent glowing red and orange hue (referring to the logo iconography), the brand image emphasizes the element of "energy" - when you're high on adrenaline, you're more keen to tackle new adventures and challenges, raising your baseline for risks. Edgy, modern, risky; three characteristics RB stands for. The brand has carefully crafted its image by sponsoring (hardcore) sports events, from climbing up to Formula 1. Basically, anything that makes you feel "alive".
At the end of the day, that's the brand mission: making you feel alive, able to do anything. With a little can of energy, you have in your possession the key to opening all locks in life: RB gives you the tools to master whatever comes at you and encourages you to be edgier, to be the first, to be the best. It's aimed at the adventurous, seeking to push themselves to the max: beating the competition, becoming a better athlete and mastering oneself, those are all well embedded in the pioneering brand.