The ABCs of Brand
– By Diane Lochner, vice president
They have a life of their own. In fact, they have a Twitter feed. They enter a room with a presence, an aura, an opening for conversation. They are a fashion statement and a window to interests. Imagine the corduroy fabric in various colors: green, tan, red, and more. Imagine beer mugs, golf clubs, animals, and Santa Claus. These magical objects? Yes, we are talking about Al Cross’s legendary collection of embroidered pants.
Al’s collection of embroidered pants has previously been chosen based on predetermined designs. But recently, Al has custom-created a new pair of embroidered pants sprinkled with logos of the projects which he has led or to which he has contributed; projects like Discovery Cove, Chimelong’s Ocean Kingdom, and the Georgia Aquarium. These projects have been a part of Al’s life. They have consumed years of his time and have come to life with his passion and creativity. To be selected for representation on THE PANTS … well … there is perhaps no greater honor for the projects with which Al has aligned himself. OK … there probably are greater honors, but they definitely aren’t this classy.
Logos (and sometimes pants) are a powerful element of brand. We at PGAV Destinations understand brand, logos, and their impact and importance of recognition for the companies who own them and the guests who love them. We assess, study, analyze and create brand strategies and brand logos. We know about brand story and architecture. We identify the seven components of the destination brand: personality, culture, values, customers, attributes, and benefits (both functional and emotional) with our clients and their stakeholders.
So how does this phenomenon of Al and his pants relate to Al’s brand? How do his embroidered pants exude this personal brand? Why are logos so important to the brand – both for Al and for our clients?
The pants are Al. They want to be recognized, they want to start a conversation, and they are extroverted. It takes a certain personality to wear these pants. You have to have a sense of humor, love fashion, and have self-confidence. Wear them proudly. Play golf in them. When people ask … answer with pride, and show them the love, care and intelligence that is imbued in these stories. You have to feel it deeply, become emotionally attached … at some point, if you want to tell the brand story, you have to live the brand story.
Just as Al’s logo-decorated pants are an important insight into Al and his brand personality, our clients deserve the same aligned message for their brands and their logos. Using the examples of the logos we have helped our clients create that adorn Al’s pants:
Discovery Cove: a swimmer within the body of the dolphin symbolizing the new relationship that is created between guests and dolphins
Georgia Aquarium: a large letter “G” with a tail, the largest aquarium in the world
Chimelong’s Ocean Kingdom: a fish in motion, happy and fluid conveying the visitors’ experience at the park
With each new PGAV client logo created, Al adds another embroidered logo to his pants. Soon there will be no khaki space left on this pair.
His goal?
More pants.
