Tolstoy once said....
"What is art, if you discard the all too confusing concept of beauty?".
Had he been alive today he would have most certainly asked this same question again.
For imagery is truly an illusory device.
Without good intention, beauty carries limited weight.
To Fix Firmly and Securely in your market...
You need to appeal to the truth.
You need to tell the truth about your company, your products and your people.
You need to engender trust and be consistent in everything you say and do.
You need to communicate these truths in wholly open and honest ways.
You need to keep your promises. Your brand should reflect this resolve.
Discard the flimsy images of the late 20th century & build a sustainable brand.