The 1915 design brief for the original Coke bottle was simple. The criteria were that it must be recognisable in the dark and if it was broken. The result; a timeless, elegant solution which plays a huge part in creating a memorable brand story.

Think about how you could apply criteria like these to make your brand unforgettable.

Do you have a memorable voice like Virgin?
Are you showing up every day like Seth?
Does your service WOW! like Zappos?
Are you more vivid than Sydney?
As friendly as IKEA?
Do you make people feel as creative as Moleskine?
Can you show your impact like charity:water?
Are you the best in the world like Bill?

Brands that succeed stand out. Ideas that spread stand for something.

Image by AJ Brustein.