Martin Lindstrom on Building Smashable Brands

In FastCompany:  How to Build an Unforgettable, "Smashable" Brand Identity (Hint: It's Not the Logo). Very good overview by Martin Lindstrom on the concept of a Smashable brand. Have heard him talk about this concept a number of times and it is worth understanding. I was surprised that the concept of the smashable brand is an old one. And, as the title suggests, most people think it is about the Logo. It is much more, about every sensory aspect of the brand that leads to it being unforgettable. See also Martin Lindstrom's site.