Mention a luxury brand like Rolex and the associations that spring to mind are likely to include wealth, prestige, status, craftsmanship, heritage, exploration. Whatever your take on someone who sports a $30,000 Daytona, it’s probably going to be different from what you think when I mention Swatch. Fun, colourful, cheeky, playful, inexpensive… and no less a reflection of its wearer than a Rolex.
The fact that a cheap, mass-produced Quartz timepiece keeps time more accurately than a hand-crafted masterpiece costing the price of a small car is irrelevant.
Brands ceased to be expressions of product truth a long time ago; in branding, perception trumps reality.
What your customer thinks of you when they hear your name. THAT is your brand, not your logo, your font, your colors or your website.