"It's not called the wheel, it's called the carousel. It lets us travel the way a child travels - around and around, and back home again, to a place where we know we are loved." - Don Draper

The world needs introspection. The ability to stop, dwell on a moment and conceive of a thought that propels us forward into a new definition of reality. Introspectors can be shown a wheel, the most basic of human technology, and turn it into a piece of nostalgia so powerful it brings us to tears. 

They remind us of the why, whenever we get too caught up on the what or the how. Their simple realignments often become the catalyst to meaningful change. Here's what your brand can learn from four of the most well known introspectors...

Don Draper Famous Quotes

The Quote: Make it simple, but significant.

Who Said It: Don Draper

Who Are They: Although technically a fictional character, the compelling writing and dramatic acting of AMC's Mad Men brought the idea of Don Draper, a genius yet troubled Creative Director, to life. If you've never watched the show, spend three minutes listening to Don sell the Kodak Carousel. You'll thank me later.

Our Perspective: At its heart, branding is about making and leaving one memorable mark; the simpler the better. You need to stand out in the crowd and rise above all the competitive noise, so make it impactful and meaningful. Many companies don't want to take the risk of memorability, but playing it safe usually isn't significant. 

Paul Rand Famous Quotes

The Quote: Design is the silent ambassador of your brand.

Who Said It: Paul Rand

Who Are They: Everything comes from somewhere and you can trace the rise of the importance of design back to Paul Rand's desk. He awakened corporate America to the idea that good design matters. 

Our Perspective: What is a designed experience? Design maximizes every touchpoint for a brand so it impacts as many senses as possible. Consistent, deliberate, meaningful - this is the designed brand experience. 

Seth Godin Famous Quotes

The Quote: People don't buy goods and services, they buy relations, stories and magic

Who Said It: Seth Godin

Who Are They: One day while talking to his nephew, Seth Godin discovered that the boy did not read for pleasure. Instead he played NES games. His solution - write a series of video game themed graphic novels under the pen name "F.X. Nine." 

Our Perspective: Describing Seth Godin without using a story would be a travesty. More than perhaps anyone else, Godin understands the power of narrative. People crave meaning and connections, the more relatable a brand’s services and products are to its customers the more they will want it to be part of their lives. The hardest problems are solved by connections, not features. In the example from above, F.X. Nine sold around one million copies of his video game books to a demographic, young boys, whom book distributors had written off as an unreachable market. Story sells! 

Simon Sinek Famous Quotes

The Quote: People don't buy what you do, they buy why you do it. And what you do simply proves what you believe.

Who Said It: Simon Sinek

Who Are They: Simon Sinek is a teacher, speaker and entrepreneur who believes people get inspired when they truly understand the why. As he describes it, "Do you know the purpose, cause, or belief that inspires you to do what you do?" This simple premise has helped motivate millions of people.  

Our Perspective: People want authenticity, purpose and transparency. The product is just one piece of the equation - customers also want to hear about the company culture, supply chain, manufacturing process, why the product is being made and how it's impacting the world. Don't cover up your "why" with the "what." 

Continue reading:  Branding Definitions #29-32: The Inventors

Or: Branding Definitions #37-40: The Comedians

Stay up to date on the entire list of the 52 All-Time Greatest Definitions of Branding. New definitions weekly. 

Henry Yiu

Principal & Creative Director

Henry Yiu is the Co-Founder of States of Matter and our Creative Director. His background in mechanical engineering has won him numerous industry awards and informs his disciplined approach. It's his empathy that ultimately sways you.

Filed under: Branding Definitions

Tagged with: Branding, Storytelling, Narritive