With a key piece of the brand story coming up on the horizon I find the real voyage of discovery consists not in seeking new landscapes, but in having new eyes.
When you're building a cool brand, it's rather like going on a very long walk, across valleys and mountains and things, and you get the first view of what you see and you write it down. Then you walk a bit further, maybe up onto the top of a hill, and you see something else. Then you write that and you go on like that, day after day, getting different views of the same landscape in effect. The highest mountain on the walk is obviously the end of the book because it's got to be the best view of all, when everything comes together and you can look back and see that everything you've done all ties up. But it's a very, very long, slow process.
I am the lover of uncontained and natural beauty. On the cool coast, I find something more dear and connate than in city streets. In the tranquil landscape, and especially in the distant line of the horizon, man beholds his best ideas.
Amazing landscapes of great wonder and spectacular beauty lie under our feet and all around us. They are discovered in tunnels in the ground, the heart of flowers, the hollows of trees, fresh-water ponds, seaweed jungles between tides, and even drops of water. Life in these hidden worlds is more startling in reality than anything we can imagine.
Because this is what happens when you chill out on the cool coast. Brand development ideas don't just catch up: they overtake, blotting out the ordinary until there is no path left except that which leads through it to the extraordinary. ~ the Cool Branding Guy
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