33. Brands that Surprise


Some people don’t like surprises. Others can’t get enough. Similarly, surprise plays a major role in some brand identities, while others do not tolerate much of it. No customers want things to be boring, which is where absolute consistency with no variation can lead. Consider what role surprise can play in any brand identity you help build.

Contributors

Curzon Cinemas
Michael Salu
Read more at Peopledesign.com