This is a visual metaphor of a brand
This image was shot one morning from my office window using a mini iPad.
The low rising winter sun lights up jet trails casting their shadows upwards
onto the high altitude clouds that have the appearance of breaking waves.
And then, over time, the jet trails disperse and new ones appear in new positions.
It struck me as a potent visual metaphor of a brand.
A brand is conceived to make a distinctive mark in the world. Its brands values must elevate it above other choices.
If done well, a brand achieves a unique and memorable effect, then it heads off on a set trajectory to its destination.