

FAR FROM TIMID'S MAGAZINE FOR BRAND, TECH, ART, DESIGN, AND
CULTURE ADDICTS LIKE YOU.
· By Alona Elkayam
You are not building your brand only for today, but forever. Audiences can feel the difference. They want experiences they can build on.
Coca-Cola became what it is today because its founders had a vision early on to build a LEGENDARY brand. Harold Hirsch reminded the then board of the Coca-Cola company that it was important to protect the brand and create a distinct bottle that they could be known for.
When I spoke to Geoff Cottrill last year on our Work From Heart live series, we talked about how brands change campaigns after just one season and most of the time for no reason–not because the campaign didn't perform, but because the brand tired from the campaign, not the audience.
The brand equity that you build and promote, should be something that you continue to nurture season after season. This is the Disney model and a model to be administered for Web 2 as you move into the metaverse.
Break down those silos, forego the politics, and build your brand experience for the generations to come.
Are you building your brand for today or forever? Here is our legendary brand checklist
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