TOSHIBA LAPTOPS WANTED TO TELL THEIR CUSTOMERS THAT THEIR LAPTOP WAS THE UNDISPUTED LEADER. WE GOT A QUIRKY VISUAL IDEA THAT WAS IMMEDIATELY TURNED INTO IN-STORE AND CORPORATE POSTERS.

How can you visually communicate in an interesting and striking way that a certain laptop brand was the undisputed leader. We thought of doing it by giving Toshiba laptops the personalities of leaders. In one poster, the Toshiba laptop became a tough and strong personality who can beat other laptops black and blue. The other one showed that it was a wise leader with such great capabilities that others bowed to it.

All brands tell stories. Some are great, some powerful. Some work flawlessly, some fall short. Many are distinct and stand out, and many are featureless, hardly distinguishable, one from the other.

As communicators, brand custodians, and advertising and marketing professionals, we are a part of these stories. We haven't created them, for they are made of the blood, sweat and tears of those who built the brands, but we are entrusted with nurturing them.

We have to make them flesh and blood, and give them a distinct personality. And to do that we first need to understand and experience the brand, its origins, reason to be, culture, DNA. And when we truly understand a brand, we can tell its story to the world, in our own way, and in any medium.

Telling these brand stories is what I love doing the most.