The Creative Boom Podcast
117. Branding brilliance and crafting iconic identities at Koto, with G Torto
Jun 9, 2024
G Torto, a senior director at Koto in Sydney, specializes in crafting unique brand identities for ambitious companies. He dives into the challenges of maintaining originality in a saturated market, highlighting how strategic thinking and creativity merge to build iconic brands. G discusses the evolving landscape of post-pandemic branding and the impact of AI on design processes. He emphasizes the importance of strong brand values and authentic storytelling, offering a fresh perspective on navigating today’s competitive branding world.
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Quick takeaways
- Brand value transcends aesthetics, influencing engagement and positioning while requiring a clear communication of unique identity.
- Originality in branding is increasingly difficult due to market saturation, yet knowing one’s niche can help brands maintain distinctiveness.
Deep dives
The Essence of Brand Value
Brand value is increasingly critical as the market becomes saturated with competing messages and offers. It influences various aspects of business, including differentiation, employee recruitment, and consumer perception. The challenge lies in defining brand value beyond mere aesthetics like logos and colors, as it encompasses both tangible and intangible elements. A robust brand can drive everything from higher engagement to stronger market positioning, making it essential for companies to convey their unique identity clearly.
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