Chapter 3: Smash your Brand

In order to build or maintain the image of the brand, one can use the Smash Your Brand
philosophy, which considers every possible consumer touch point such as images, sounds,
touch and text to become fully integrated components in the branding platform. Each
aspect plays a role as vital as the logo itself.

Smash your brand into many different pieces which should work independently of the
others, although each is still essential to establishing and maintaining a truly smashable
brand. For example, Smash your picture in case of Benetton, the image and the design are
its own statement and are part and parcel ofthe Benetton "heart."
In an another example of Smash your shape, the bottle shapes of Coke, Absolut, or Chanel
No.5.have become synonymous with certain brands. Similarly one can Smash the brand’s
name, language, icon, sound, navigations, service and rituals. The Brand can also smash its
behaviour. Example in case of Virgin Group, Richard Branson, leads the empire with a sense
of irony, humor, satire, and casual, straightforward communication. The Virgin style, in turn,
takes good-natured shots at established values which is reflected in its products, services
and promotions.
In short smashing elements helps the brand to further enhance its unique proposition .