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ideantity™
Human memory is the most expensive real estate on Earth, and an ideantity™ provides the fastest purchase there.
Synopsis
On its 25th anniversary, chlorophyll created two books, The 4ourth Era of Branding™ and ideantity™. These books are available free online—it’s our gesture of gratitude towards the industry, partners, clients, friends, and family.
Both were appreciated, critiqued, and launched by award-winning author and Professor Rajeev Batra, Sebastian S. Kresge Professor of Marketing at the Stephen M. Ross School of Business at the University of Michigan, on August 14, 2024.
The second book is called ideantity™.
‘The cheapest purchase in the most expensive real estate on Earth.’
ideantity™ is a concept chlorophyll patented as early as 1999, in the year of our birth.
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Here’s the hypothesis: In an ideal scenario, a brand—any brand—must be defined as an IDEA by a single word or phrase.
Eg: Apple = Question status quo
Eg: Amul = Abandon middle-men
In an ideal scenario, that brand’s IDEA must be expressed in a single unit called ideantity™, comprising a brand name, a visual, and a brand line.
Eg: PPFAS brand idea: The greatest gains come from long-termism
PPFAS brand ideantity™: a slow and steady tortoise
An ideantity™ is the opposite of a logo.
A logo focuses on brand recognition.
An ideantity™ focuses on brand memorability.
The book also questions commonly held myths in communication.
Myth One: “Fonts play an important role in communication (and should be discussed ad nauseam)”
No, they don’t. Certainly not.
Myth Two: “Colours have meaning”
No, they don’t… except in context.
A brand ideantity™ becomes an appreciating asset instead of a depreciating asset. It communicates the brand’s inspiring idea not just to external audiences but also to internal audiences.
The PPFAS ideantity™ inspired every single PPFAS employee to invest their hard-earned money in their own mutual fund!
And it does so over decades… because brands create disproportionate value only over decades!
Enjoy the book! It’s free!
Read more
Here’s the hypothesis: In an ideal scenario, a brand—any brand—must be defined as an IDEA by a single word or phrase.
Eg: Apple = Question status quo
Eg: Amul = Abandon middle-men
In an ideal scenario, that brand’s IDEA must be expressed in a single unit called ideantity™, comprising a brand name, a visual, and a brand line.
Eg: PPFAS brand idea: The greatest gains come from long-termism
PPFAS brand ideantity™: a slow and steady tortoise
An ideantity™ is the opposite of a logo.
A logo focuses on brand recognition.
An ideantity™ focuses on brand memorability.
The book also questions commonly held myths in communication.
Myth One: “Fonts play an important role in communication (and should be discussed ad nauseam)”
No, they don’t. Certainly not.
Myth Two: “Colours have meaning”
No, they don’t… except in context.
A brand ideantity™ becomes an appreciating asset instead of a depreciating asset. It communicates the brand’s inspiring idea not just to external audiences but also to internal audiences.
The PPFAS ideantity™ inspired every single PPFAS employee to invest their hard-earned money in their own mutual fund!
And it does so over decades… because brands create disproportionate value only over decades!
Enjoy the book! It’s free!
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Other reads
The 4ourth Era of Branding
This book is a sincere effort to present two hypotheses, which should be applicable to all markets in the world. They can provide a handy guide to managing your brands differently in different markets.
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