Centuries ago, well-to-do European families had family crests. Crests were actually helmet ornaments for you historians, but for the purpose of this post I’m going to make synonymous crests with heraldry or paper heraldry. Here is a Wikipedia definition of Heraldry.
The beauty and pageantry of heraldic designs allowed them to survive the gradual abandonment of armour on the battlefield during the seventeenth century. Heraldry has been described poetically as “the handmaid of history”, “the shorthand of history”, and “the floral border in the garden of history”. In m bit more modesty. Hee hee.
Brand managers, ask yourselves to develop a crest for your brand. What pictures would you use? What are your brands’ most famous and motivatinodern times, heraldry is used by individuals, public and private organizations, corporations, cities, towns, and regions to symbolize their heritage, achievements, and aspirations.
The brand planning rigor here at What’s The Idea? works hard to identify “heritage, achievement and aspiration.” These things are the groundwork for brand planning and contribute to the “one claim and three proof plank” strategy construct. The claim and proof array align nicely with the crests and heraldic designs of yore…but, perhaps, with ag achievements?