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# Branding Checklist
## About Logo
### Excerpted from: Visual Hammer/視覺錘
* [ ] 定位是釘子，視覺是錘子，要用視覺把定位「Click Once, Farm the Best Forever 」砸進消費者的心智
* [ ] 簡單的形狀：麥當勞的 M 夠簡單又具有代表性、Mac 的缺角蘋果，老遠看到就能認出是 Mac
* [ ] 獨特的顏色：Tiffany 藍，看到這個顏色就會想到 Tiffany
* [ ] 把視覺錘融入產品本身：MM 巧克力豆的廣告都是兩個巧克力豆出來搞笑，產品本身已經鮮活到被用戶記住
* [ ] 個性的包裝：蘋果手機盒、電腦盒的包裝就蠻有質感的，或是Uber Eat 的外送紙袋也比路邊攤的塑膠袋好
* [ ] 動態顯示：看電影的時候，你一定記得迪士尼的動畫是"砰"然後一個城堡；夢工廠事一個小人坐在月亮上釣東西
* [ ] 創始人也能成為視錘：KFC 的上校、老乾媽的創始人老乾媽
* [ ] 利用符號視覺化：New Balacne 的 NB(用符號時有時有些風險，就是別人可能不知道這符號代表什麼)
* [ ] 名人是把雙刃劍：New Jeans 最近代言的 McDonald's (風險有三：代言費年年漲、名人可能不是你的用戶，所以說服力低、名人出軌後品牌會受影響）
* [ ] 採用動物關聯語言：Puma 球鞋是一隻美洲豹、Firefox 的狐狸、Twitter 的鳥。用動物的理由是動物的親和力可以讓你放鬆緊惕然後拉近產品跟你的關係
* [ ] 品牌的傳承： 愛馬仕的 logo 是個馬車，讓你知道他是很古老的品牌
* [ ] Logo 能否通過「粉碎效應」?：如果只露出 IP 的手腳，還能認出來嗎？
### About Branding
### Excerpted from: Brand Sense/感官品牌
* [ ] 名字碎片：麥當勞所有的餐點都是「麥克X」 MC 開頭、Apple 所有的產品都是 I 開頭如 Ipod, Iphone
* [ ] 語言碎片：「轉一轉，舔一舔，泡一泡」，你都能知道是哪個品牌
* [ ] 慣例碎片：抽雪茄要很有儀式感的拿一堆剪刀，用特定的步驟去抽；喝紅酒有很複雜的步驟例如醒酒器跟搖晃才能好好品酒
* [ ] 服務碎片：麗茲卡爾頓酒店的員工都可以動用 $500 去盡力滿足客戶，曾經買了金屬探測儀在沙灘上找到蜜月夫妻的結婚戒指
* [ ] 聲音碎片：Windows 的登登登登開機聲
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