The Fresh Impressions on Brandmarks video has been making its way around the Internet this week, it’s widely popular because it’s a jaw dropping demonstration of just how powerful branding can be. A five year old, able to identify a wide range of brands and assert the emotions connected to those brands is a powerful lesson.

I was recently shopping for an iPad case and went to a number of retailers around my apartment to see what they had. I left each store feeling like they had a bland and boring selection. Needless to say, I didn’t purchase any. I wanted a cover that really fit my style; I needed a completely one-of-a-kind case. I Googled “customized iPad cases,” and sure enough, there were plenty of sites willing to help me customize my case.

With advances in technology, consumers no longer admire brands that allow for customization — they demand it. I’m not talking about the ability to put a picture of your beloved pet, Spot, on a mug. Take Nike or Jeep, for instance. Whether you’re designing your own shoe or customizing your next car purchase, today’s brands are allowing customers to make their product one-of-a-kind. Even M&Ms let customers put their own message or logo on each coated-candy shell.

Those who know me best know that quantifying the value of what we do as a marketing communications firm is important to me. Frankly, it makes it much easier to convince clients that what we do matters. That’s why I was excited to run across a white paper recently, entitled “The Impact of Design on Stock Market Performance.”

A 2×4, a kitchen blender and a video camera was all it took to help Blendtec build up its brand awareness among consumers.

Blendtec, a small company that produces high-power, professional-grade blenders, was an unknown name six years ago. With products priced at $400, it was uncommon to find a Blendtec blender in most household kitchens. But in 2007, when the marketing director surveyed the factory and saw the owner blending a 2×4, a brilliant idea was formed—film the company’s everyday tests and post the videos online.

Every company has manufacturing standards. Brand standards are just as important.

A furniture manufacturer I know insists on using a certain type of screw and a certain type of wood when producing his furniture. I remember asking him once if cheaper screws and different wood would increase his margins. His response — “Sure, but it would catch up with me.”

“People trust our brand because of our reputation for quality,” he said. “As soon as I start compromising the quality, my customers will start looking for a furniture maker who doesn’t.”

From my point of view, blog posts are something of a challenge to a person who has spent his career working to communicate focused ideas through the power of a simple shape, a swash of color, an implied line or a single sentence. Attached are a few of my favorite picks of modern communication that say a lot without using too many words (or any words at all). You’ll notice they are all from countries outside of the United States—maybe we are a little preoccupied covering all our talking points on social media these days than actually focusing on a message that pulls people in and connects with them on an emotional level.

Headline: Catchy Stories, Lápisraro Comunicação, Belo Horizonte, Brazil

An agency’s dedication to accuracy should be just as important as its dedication to stunning design.

At least, that’s a firm belief here at HP, and I am strong advocate for it, especially since I come from a newspaper background.

Here’s a story to illustrate my point. A fellow photo journalist once told me that you could have a Pulitzer Prize winning photo. It could be the most beautiful photo in the world, BUT if the subject’s name was misspelled in the caption or some other piece of information was wrong, it would no longer be a Pulitzer Prize winning photo.