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Why Does Integrated Branding Work?

Building awareness and recognition of a brand is facilitated by a visual identity that is easy to remember and immediately recognizable. Visual identity triggers perceptions and unlocks associations of the brand. Vision, more than any other sense, provides a person with information about the world. Through repeated exposure of certain brand identities, symbols become so recognizable that companies such as Apple, Nike, and Merrill Lynch have actually dropped the logotype from their corporate signatures in national advertising. Color becomes a mnemonic device–when you see a brown truck out of the corner of your eye, you know it’s UPS.