Dissertation

“The right name
is your most
powerful single
tool”
(Schley, B and Nichols, C. 2014. Pg 24)
[Fig 53] Blue Marble (2016).
The brand personality and appearance of Marble is clean, sophisticated and
elegant; a confident brand that doesn’t need to shout in order to be heard,
much like their consumer. Marble approaches their consumer with a friendly,
relatable and understanding tone of voice, that is underlined with wit, humour
and playfulness. The phygital in-store experience provided by Marble is equally
playful, as well as one that encourages, educates and ultimately understands
their consumers needs. It provides a flawless crossover between the physical
and the digital that can appeal to the consumer, whatever their level of
comfort and understanding of technology.
As discussed in ‘Why Johnny can’t brand’, “the right name is your most
powerful single tool” (Schley, B and Nichols, C. 2014. Pg 24). For Marble, the
name has been considered, and the connotations of the word are key to many
brand attributes. The associations of stone marble connote the luxury and
elegance of the brand and it’s service, as well as a key element of the brand’s
design recipe; whilst the association of the game ‘marbles’ is more specific
to the consumer, hinting at the brand’s intended market, as well as connoting
ideas of playfulness.
[Fig 54] Colour Pallette (2016).
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