The world of branding has changed. Where the focus was once centered around design, logos and communication, brands today are looking for ways to differentiate themselves in how they reach customers. A big part of that is offering customers an experience unique to their brand that makes them feel emotionally connected to it. In other words, brands are looking to show they have heart. In the case of a recent engagement with Southwest Airlines, Lippincott took that literally, including in its redesign a large heart painted on the bellies of Southwest's jets as a nod to its Love Field origins. Consulting sat down with Rick Wise, CEO of Lippincott, to discuss the state of branding consulting and learn more about its acquisition of Bonfire Communications, its first in the firm's 70-year history.
Consulting: How is a successful brand built today?
