M.A.G.I.C.

Introduction

Great brands are coherent and meaningful. When you express your purpose and values clearly, your customers are more likely to engage and allow you the time to influence their behaviour.


Our Mnemonic

We've developed the mnemonic – M.A.G.I.C – to help highlight the five key attributes which great brands have in common.

Meaningful

Great brands are coherent and meaningful. When you express your purpose and values clearly, your customers are more likely to engage and allow you the time to influence their behaviour.

Applied Consistently

Your brand needs to be consistent with what you stand for so that it and expresses visually your language and actions. Customers are quick to notice glitches in your brand logic.

Got Legs

A strong idea – one that has legs – a story which gives gravity and engagement to your audience. Does your company have an idea that is likely to go the long distance? Will it travel?

Irresistible

Is your proposition infectious and something that people easily pick up on and want to share? Being able to respond and adapt is a vital ingredient to survival. Just as in nature, businesses succeed when their core functionality is expressed in easy, understandable terms.

Creative

Finally, no brand will amount to much without a good pinch of creative juice to give it that extra edge. Great brands stand apart by engaging and inspiring through playfulness, innovation, novelty or aesthetics.