Brand Tweet # 23: "Flash has its place" http://www.pmw.net/tweets 100 days to building a better brand!

There is such a stink being raised about Flash. The answer to the use of Flash in your site is simple. Treat it as an image. Do not embed navigation in it because the search engines will not be able to follow the links. Make sure you use alt image tags on it to reinforce your keywords, and enjoy (guilt free) the impact that flash can bring to your site.

# 91: Look at Your Logo

Your logo is the cornerstone of your Brand.
It is the focal point of your communications.
It is the doorknob onto which we hang our brand memory. It needs to represent the essence of the business. It does NOT need to have a vacuum cleaner in it if you clean houses, or a car if you are an auto repair shop. It needs to represent your style, attitude, and view on your business or life.

What does an apple have to do with a computer?
Nothing.
Is it an effective brand?
Yep!
Why? because they know what their brand is about and stick to it in every touchpoint. That reinforces what they are, and now Apple does mean computer. Don't get hung upon the literal, think from a higher level.
Strive for essence, not description.