Post by Teri Nicklin

With the Cannes dust settling, my key takeaway is Mark Ritson agreeing to retire his own term 'brand codes' in favour of adopting Byron Sharp's 'distinctive brand assets'. Finally, a singular term we can agree on in brand land. So, a quick test. Take the logo off your last campaign. Could a customer identify you from the colours, the shapes, the tone alone? McDonald's nailed this in a recent campaign I posted about but my money says most can't. And if the logo is the only thing making it recognisable, the design isn't pulling its weight, it's just decoration with good PR.