Love this poster about the progression of truth in branding. It illustrates how brand identity ideals have become less concerned with preserving brand distinctives and more about keeping up with industry trends.

Most of us have locked into our heads our brands of choice. But every now and again we think, "Maybe I will try a new toothpaste." You start looking at all the choices and every one of them is plastered with starbursts and glittery design. Which one should you buy, who knows? They all seem the same because they're all riding the latest trend. Whitening, Tartar-Control, Minty, Extra-White. None of them stand for anything unique or different. There's nothing that really makes one the best or better. Underneath all the packaging pazazz it's just toothpaste. Which is what you soon realize and probably end up purchasing what you've always bought.

Unless choices are slim or something new comes out that reinvents a category we typically stick with what we know. Keeping up with trends is a never ending horse race. You may be first around the corner but last around the bend. Our approach to branding is emergent and we believe brand identity grows out from within. Never slapped on.

Artwork by Gavin Potenza

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