we’ve all heard it: “i want my brand to be as recognizable as apple/target/coke.” there are a few variables that give these brands their stature such as budget and time; but what really gives them the greatest advantage is that they put their design foot forward first. this article discusses the inherent success of this strategy as it applies to facebook, although the aforementioned brands illustrate the value of this seemingly secret ingredient at its best.

apple has brought the aesthetic influence of deiter rams and paul rand to their products that give them the “gotta-have” factor. and their commercials with humanized computers have been rehashed and parodied into oblivion.

target is introducing a new store concept called the shops at target. these rotating boutiques feature free-standing brands with products for all parts of your life, and of course they aesthetically live up to the designer/target collaborations like liberty of london and missoni.

coke has found a way to apply their timeless brand in new ways evidenced by a recent promotion with the classic coke bottle re-design.