about

The Department of Brand Gravity, Coup, serves as the competent authority for matters relating to brand gravity: the effect by which certain organisations attract disproportionate attention, command preference and remain culturally present at all times. We are responsible for the planning, development and application of brand gravity across identity, environments, communication, and campaigns. These functions are administered as a single system rather than as separate disciplines, as is common elsewhere. Organisations operating under the Department's guidance should expect maximum distinction, improved recall and sustained public interest. Required level of application may vary according to the condition of the organisation upon arrival. Responsibility for the outcome rests with the Department. Responsibility for leaving without assistance rests with the visitor.

10 standing orders

• Seek admiration from customers, concern from competitors and indifference from neither.
• It is preferable to be remembered than approved.
• Consensus is an effective method of preserving mediocrity.
• The experience is the product.
• A brand acceptable to everyone is selected by no one.
• The least expensive branding decision is rarely the cheapest.
• Public conversation is a more reliable indicator than public agreement.
• A small number of devoted followers is of greater administrative value than a large number of passive customers.
• The logo is a component of the brand. It is not the brand.
• Companies sell. Icons adopt.