With all that experience, Wolff Olins is about to raise the stakes for its idea of flexible branding.
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.
But Mr. Rowland, basking in a 48-point lead in the polls and a 76percentt approval rating, contends that voters are rewarding a warm and flexible brand of Republicanism that he hopes someday to export beyond Connecticut.
BIG LEAD, BIG PLANS -- With the confidence of a 48-point lead in opinion polls, Gov. John G. Rowland boasts about a warm, flexible brand of Republicanism that he hopes someday to export beyond the borders of Connecticut.
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".
Is having a flexible brand strategy possible?
However, I've wondered: what does it really mean to have a flexible brand strategy, and what would it look like?
Long before "think global, act local" was the conventional wisdom for how corporations should operate in the international interconnected marketplace, we at Children's Television Workshop (CTW), as it was known then, pioneered the development of a flexible global 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.
