A New Age of Brands,
A New Unifying Model for Branding

We are in a new age of branding. Technology and tradition have converged to create a marketplace where the customer has unsurpassed freedom of choice...and unprecedented levels of control over the brand experience.

For many brand marketing teams and brand stakeholders outside of the marketing department, it's difficult to find common ground in a shared, consistent belief system on what a brand is, and how it contributes to the company's top and bottom lines.

There is a need for clarity and consensus. There is a need for a compelling, accessible model – a unifying model – for the enduring brand experience.

For Arends and our clients, this model is the bicycle – “the noblest invention” according to Pulitzer Prize winning writer William Saroyan.

The bicycle…

...represents our agency’s belief in brands that liberate...in branding that is propelled by human aspiration... and in brand experiences that are powered and directed by the customer.

The bicycle…

...helps frame our client’s mindset.  The business of brand building is not about acquiring customers.  It’s about creating winning customers.  To do that, your brand must connect in a real, visceral way with the customer, while competing at the highest levels in a dynamic, accelerating marketplace.

The bicycle…

...enables client teams – especially stakeholders outside of marketing – to understand that their products and the company logo are not the brand…that they need to get under the helmet, inside the customer’s head, to fully know and influence the true brand experience.

The bicycle…

…is a classic design that is constantly evolving with advances in technology.  This mirrors the Arends core belief that the best creative solutions draw on timeless principles of effective selling, advertising and communications – while leveraging the latest branding theory and digital marketing technologies to unify companies, move markets and create winning customers.

Our Branding Process >>