Taking Aim With Flexible Branding.
Thanks to Ben's fabulous post, I read this one about flexible identity.
The fact that the visual representation of a brand can be flexible and still recognisable perhaps illustrates that brands are molecular, mean different things to different people and that single messages are overly restricting.
Designers know that people are smart enough to recognise variant logoes. Marketers should have similar faith in their ability to receive a number of different messages without becoming confused and know that this way lies the elusive grail of being able to engage with them in richer ways.