Vibes

Last month, we released a major update to our brand expression at Merkle. This is the third I have been a part of in more than a decade, and it’s the one about which I am most excited.

Each iteration has served its purpose and been right for the company in those moments. So, why is this one special? Probably because it is the one that feels most holistic - most suited to all of our needs.

There is a great story behind this one - it’s rooted in our own heritage, inspired by symbolism from Japanese culture - but, to be honest, we’ve always had great stories. What we haven’t had is something that feels this fresh, of the moment but still enduring, and ownable. In brand development, you need it all, and this feels the most complete we have ever been.

Having this thing out in the world - something that has been in the works for more than a year - and having that feeling that we’re more whole than we’ve ever been took my mind to some strange places.

Of all things, I thought of Susan Boyle. Or even those implicit bias tales we hear about blind auditions for symphony orchestras and how our senses can get in the way of each other, altering our perception of reality and drawing our focus away from what is most important.

Those lessons are valuable, to be sure, but they aren’t universal. Susan Boyle’s 15 minutes of fame were almost purely a result of the fact that her appearance subverted expectations. I would argue that the fact that she only got those 15 minutes were also a result of her outward appearance.

In other words, you have to look the part - your own part - at some point to realize your full potential. We finally have a brand identity that does just that, and I couldn’t be more proud.