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Whereas Maistre's rigid, hierarchical conservatism has died out, Burke's more flexible brand is stronger than ever, permeating all political parties of the West that stress gradual, as opposed to radical or revolutionary, change.
Following the path of the pioneer Modernist graphic designer and Yale professor Paul Rand, Chermayeff & Geismar's festive and flexible brand of modernism was rooted in experiments with quirky forms, playful colors and ingenious ideas as a way to explore design's boundaries while putting across their clients' messages.
This is the way we want to be seen by the rest of the world now that we live, according to Olympics executives and government ministers, in a world in which we are all "modern", "flexible", "brand savvy" and young people (ie "kids", those baseball-capped, consumer-crazy, skateboarding yoof we need to get down with) "no longer relate to static logos".
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With all that experience, Wolff Olins is about to raise the stakes for its idea of flexible branding.
Sehgal will have to figure out how to retain that tone even as Imgur brings in more advertisers with less flexible brands.
Priceline promised savings of 10 cents to 20 cents a gallon if consumers are flexible about the brand.
Make the brand flexible: The sheer number of platforms on which brands are expected to have a presence today means that branding systems must be more than just recognizable - they need to be layered and adaptable.
From the in-store experience and utilising individual shopper data for mobile and flexible delivery options, brands have an overwhelming number of ways to innovate and disrupt the retail space.
Kevin Goldman, a WebHouse spokesman, said said the company's typical customer was "a woman, shopping for her family, who would be flexible on the brands she wanted and who wanted to save money".
Next month Egg launches its "mortgage supermarket", which it says will give borrowers access to hundreds of home loans, including its own-brand flexible loan and a range of exclusive deals from leading lenders including Coventry, West Bromwich and Market Harborough building societies.
Well, a Y Combinator -backed company called Bulletin is looking to offer a more flexible experience for brands who want to sell their products in brick-and-mortar stores — COO Ali Kriegsman (pictured below with her co-founder and CEO Alana Branston) described the approach as "WeWork for retail".
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