A Quote by Julian Treasure
A sonic logo on its own isn't going to do very much. We get frustrated with smaller brands who come to us and say, 'We need a bing-bong'. You just can't encapsulate a brand for £500 in a three-second sound. It doesn't work.
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A logo doesn't need to say what a company does. Restaurant logos don't need to show food, dentist logos don't need to show teeth, furniture store logos don't need to show furniture. Just because it's relevant, doesn't mean you can't do better. The Mercedes logo isn't a car. The Virgin Atlantic logo isn't an airplane. The Apple logo isn't a computer. Etc.
Between the time I first started working in advertising in 1998 and now, the word brand has replaced identity. We are no longer individuals so much as we are brands. We're individual brands. Individuals are basically left to define their individuality by staying off the internet, which in and of itself can be a brand, the opting-out brand.
Brands no longer own their message. They can try to control it, but they do not own it. Today, consumers own the message. What they say about a brand carries more weight than what the brand says about itself.
It is within your hands to be frustrated in life or not. Just your expectations should become smaller, smaller, smaller, and in the same proportion the frustration will become smaller. A day will come when there will be no expectation; then you will never come across any frustration.
The challenge at this point is helping a brand understand they're not just commissioning a viral video but tapping into an existing fan base and an audience that's very loyal... It's two brands working together: the Rhett and Link brand and their brand.
I'm not much of a self-promoter or anything. It's not something I feel comfortable doing. But sometimes I would get frustrated, I'd think, "You know, this is a good book, how come no one is paying attention to it?" So it's nice to have some recognition. I don't write to put it in a drawer, I hope that people see it. But what am I willing to do for that? I struggle with that a little bit. I try to be accommodating, but I'm pretty much a loner. I'll say this, and it'll sound like bullshit, but it's not: I don't really pay attention to this stuff very much.
A major celebrity is a major brand, and major brands pick very critically what other brands they're going to associate with. So an A-list celebrity usually picks an A-list brand.
I know some brands second-guess working with me because I'm a boy that likes makeup. I think brands shouldn't just appreciate boys that wear makeup, but they should embrace it. And I feel like some brands forget they need personality. I have plenty of it.
Brand is much more than a name or a logo. Brand is everything and everything is brand
I think Thurston's and my weird tunings lent Sonic Youth a very different sound from the get-go. In the band's 30 years - aside from covers - there are maybe two or three songs we wrote using traditional tuning.
No, and in fact I get a bit frustrated, because I'm actually quite good at one-liners, and I've had hundreds of them over the years, and they sink without trace, and I get very frustrated. Every party conference I really work on the speeches, and I always have two or three things I'm quite proud of, and no one ever remembers them.
It's very hard to take a character out of nothing, and put a hook on it, especially because it's only sonic. Futurama is a sonic world, and everyone's attention is focused on that sound and that little cartoon image. You can change it.
Given that ever-broadening array of options and alternatives, as consumers and investors, we are often bewildered. We need guidance. That's where today's brands come in. They are not so much signals about a particular product, they are signals about good judgment, trustworthiness. A big brand, whether it's Schwab or Disney, is becoming analogous to a portal that sells us advice about where we can find great deals.
A lot of times songs are very much of a moment, that you just encapsulate. They come to you, you write them, you feel good that day, or bad that day.
Brands are selling our self-esteem back to us, through association. We need to own our brands.
Stories come from violence, they come from sex. They come from death. They come from the dark places that everyone has to go to, kind of wants to, or doesn't, but needs to deal with. If you raise a kid to think everything is sunshine and flowers, they're going to get into the real world and die. That's the reason fairy tales are so creepy, because we need to encapsulate these things, to inoculate ourselves against them, so that when we're confronted by the genuine horror that is day-to-day life we don't go insane.
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