The Young Planner: My top 5 "brand worlds" of all time (+one newcomer)

First of all: What's a 'brand world'?

- It's simply spoken the space - real or fictional - in which your brand lives or is perceived to live. And no, it’s not your headquarter - except you're Google.

Linking your brand to certain sceneries is a powerful tool to increase retentivity and underline brand values. Why? - Because it’s how our brains and especially our ability to memorize works: emotions are bound to places and places are some kind of sensorial super triggers.

By the way there is also a more practical advantage: setting a brand world will help to boost overall consistency and help to constantly structure and inspire the creative process as a quick-check reference point.

Just do the mental quick-test: Close your eyes and think about a lemonade brand with a look and feel, social media stories, print motivs or TVCs taking place...

in an oriental village
in a laboratory
in London 1930.

You will immediately picture the lemonade differently, assign related brand values - and also have a general feeling about possible brand stories. I would love the oriental village brand!