@font-face {font-family: 'SIFONN_PRO';src: url('https://joannapenabickley.com/wp-content/uploads/2021/01/SIFONN_PRO.woff') format('woff');}@font-face {font-family: 'IBMPlexSans-Medium';src: url('https://joannapenabickley.com/wp-content/uploads/2022/04/IBMPlexSans-Medium.ttf') format('truetype');}@font-face {font-family: 'IBMPlexSans-Italic';src: url('https://joannapenabickley.com/wp-content/uploads/2022/04/IBMPlexSans-Italic.ttf') format('truetype');}@font-face {font-family: 'IBMPlexSans-Thin';src: url('https://joannapenabickley.com/wp-content/uploads/2022/04/IBMPlexSans-Thin.ttf') format('truetype');}@font-face {font-family: 'IBMPlexSans-SemiBoldItalic';src: url('https://joannapenabickley.com/wp-content/uploads/2022/04/IBMPlexSans-SemiBoldItalic.ttf') format('truetype');}@font-face {font-family: 'IBMPlexSans-SemiBold';src: url('https://joannapenabickley.com/wp-content/uploads/2022/04/IBMPlexSans-SemiBold.ttf') format('truetype');}@font-face {font-family: 'IBMPlexSans-ThinItalic';src: url('https://joannapenabickley.com/wp-content/uploads/2022/04/IBMPlexSans-ThinItalic.ttf') format('truetype');}@font-face {font-family: 'IBMPlexSans-Regular';src: url('https://joannapenabickley.com/wp-content/uploads/2022/04/IBMPlexSans-Regular.ttf') format('truetype');}@font-face {font-family: 'IBMPlexSans-ExtraLightItalic';src: url('https://joannapenabickley.com/wp-content/uploads/2022/04/IBMPlexSans-ExtraLightItalic.ttf') format('truetype');}@font-face {font-family: 'IBMPlexSans-LightItalic';src: url('https://joannapenabickley.com/wp-content/uploads/2022/04/IBMPlexSans-LightItalic.ttf') format('truetype');}@font-face {font-family: 'IBMPlexSans-BoldItalic';src: url('https://joannapenabickley.com/wp-content/uploads/2022/04/IBMPlexSans-BoldItalic.ttf') format('truetype');}@font-face {font-family: 'IBMPlexSans-Bold';src: url('https://joannapenabickley.com/wp-content/uploads/2022/04/IBMPlexSans-Bold.ttf') format('truetype');}@font-face {font-family: 'IBMPlexSans-MediumItalic';src: url('https://joannapenabickley.com/wp-content/uploads/2022/04/IBMPlexSans-MediumItalic.ttf') format('truetype');}@font-face {font-family: 'IBMPlexSans-Light';src: url('https://joannapenabickley.com/wp-content/uploads/2022/04/IBMPlexSans-Light.ttf') format('truetype');}@font-face {font-family: 'IBMPlexSans-ExtraLight';src: url('https://joannapenabickley.com/wp-content/uploads/2022/04/IBMPlexSans-ExtraLight.ttf') format('truetype');}@font-face {font-family: 'IBMPlexMono-ExtraLight';src: url('https://joannapenabickley.com/wp-content/uploads/2022/04/IBMPlexMono-ExtraLight.ttf') format('truetype');}@font-face {font-family: 'IBMPlexMono-Bold';src: url('https://joannapenabickley.com/wp-content/uploads/2022/04/IBMPlexMono-Bold.ttf') format('truetype');}@font-face {font-family: 'IBMPlexMono-Light';src: url('https://joannapenabickley.com/wp-content/uploads/2022/04/IBMPlexMono-Light.ttf') format('truetype');}@font-face {font-family: 'IBMPlexMono-SemiBold';src: url('https://joannapenabickley.com/wp-content/uploads/2022/04/IBMPlexMono-SemiBold.ttf') format('truetype');}@font-face {font-family: 'IBMPlexMono-Regular';src: url('https://joannapenabickley.com/wp-content/uploads/2022/04/IBMPlexMono-Regular.ttf') format('truetype');}@font-face {font-family: 'IBMPlexMono-BoldItalic';src: url('https://joannapenabickley.com/wp-content/uploads/2022/04/IBMPlexMono-BoldItalic.ttf') format('truetype');}@font-face {font-family: 'IBMPlexMono-Italic';src: url('https://joannapenabickley.com/wp-content/uploads/2022/04/IBMPlexMono-Italic.ttf') format('truetype');}@font-face {font-family: 'IBMPlexMono-Medium';src: url('https://joannapenabickley.com/wp-content/uploads/2022/04/IBMPlexMono-Medium.ttf') format('truetype');}@font-face {font-family: 'IBMPlexMono-ExtraLightItalic';src: url('https://joannapenabickley.com/wp-content/uploads/2022/04/IBMPlexMono-ExtraLightItalic.ttf') format('truetype');}@font-face {font-family: 'IBMPlexMono-LightItalic';src: url('https://joannapenabickley.com/wp-content/uploads/2022/04/IBMPlexMono-LightItalic.ttf') format('truetype');}@font-face {font-family: 'IBMPlexMono-Thin';src: url('https://joannapenabickley.com/wp-content/uploads/2022/04/IBMPlexMono-Thin.ttf') format('truetype');}@font-face {font-family: 'IBMPlexMono-SemiBoldItalic';src: url('https://joannapenabickley.com/wp-content/uploads/2022/04/IBMPlexMono-SemiBoldItalic.ttf') format('truetype');}@font-face {font-family: 'IBMPlexMono-MediumItalic';src: url('https://joannapenabickley.com/wp-content/uploads/2022/04/IBMPlexMono-MediumItalic.ttf') format('truetype');}@font-face {font-family: 'IBMPlexMono-ThinItalic';src: url('https://joannapenabickley.com/wp-content/uploads/2022/04/IBMPlexMono-ThinItalic.ttf') format('truetype');}@font-face {font-family: 'IBMPlexSerif-Bold';src: url('https://joannapenabickley.com/wp-content/uploads/2022/04/IBMPlexSerif-Bold.ttf') format('truetype');}@font-face {font-family: 'IBMPlexSerif-BoldItalic';src: url('https://joannapenabickley.com/wp-content/uploads/2022/04/IBMPlexSerif-BoldItalic.ttf') format('truetype');}@font-face {font-family: 'IBMPlexSerif-Light';src: url('https://joannapenabickley.com/wp-content/uploads/2022/04/IBMPlexSerif-Light.ttf') format('truetype');}@font-face {font-family: 'IBMPlexSerif-Medium';src: url('https://joannapenabickley.com/wp-content/uploads/2022/04/IBMPlexSerif-Medium.ttf') format('truetype');}@font-face {font-family: 'IBMPlexSerif-Italic';src: url('https://joannapenabickley.com/wp-content/uploads/2022/04/IBMPlexSerif-Italic.ttf') format('truetype');}@font-face {font-family: 'IBMPlexSerif-ExtraLightItalic';src: url('https://joannapenabickley.com/wp-content/uploads/2022/04/IBMPlexSerif-ExtraLightItalic.ttf') format('truetype');}@font-face {font-family: 'IBMPlexSerif-MediumItalic';src: url('https://joannapenabickley.com/wp-content/uploads/2022/04/IBMPlexSerif-MediumItalic.ttf') format('truetype');}@font-face {font-family: 'IBMPlexSerif-LightItalic';src: url('https://joannapenabickley.com/wp-content/uploads/2022/04/IBMPlexSerif-LightItalic.ttf') format('truetype');}@font-face {font-family: 'IBMPlexSerif-SemiBoldItalic';src: url('https://joannapenabickley.com/wp-content/uploads/2022/04/IBMPlexSerif-SemiBoldItalic.ttf') format('truetype');}@font-face {font-family: 'IBMPlexSerif-ThinItalic';src: url('https://joannapenabickley.com/wp-content/uploads/2022/04/IBMPlexSerif-ThinItalic.ttf') format('truetype');}@font-face {font-family: 'IBMPlexSerif-SemiBold';src: url('https://joannapenabickley.com/wp-content/uploads/2022/04/IBMPlexSerif-SemiBold.ttf') format('truetype');}@font-face {font-family: 'IBMPlexSerif-Thin';src: url('https://joannapenabickley.com/wp-content/uploads/2022/04/IBMPlexSerif-Thin.ttf') format('truetype');}@font-face {font-family: 'IBMPlexSerif-Regular';src: url('https://joannapenabickley.com/wp-content/uploads/2022/04/IBMPlexSerif-Regular.ttf') format('truetype');}@font-face {font-family: 'IBMPlexSerif-ExtraLight';src: url('https://joannapenabickley.com/wp-content/uploads/2022/04/IBMPlexSerif-ExtraLight.ttf') format('truetype');}@font-face {font-family: 'IBMPlexMono-BoldItalic';src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexMono-BoldItalic.woff2') format('woff2');src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexMono-BoldItalic.woff') format('woff');src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexMono-BoldItalic.ttf') format('truetype');}@font-face {font-family: 'IBMPlexMono-ExtraLight';src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexMono-ExtraLight.woff2') format('woff2');src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexMono-ExtraLight.woff') format('woff');src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexMono-ExtraLight.ttf') format('truetype');}@font-face {font-family: 'IBMPlexMono-ExtraLightItalic';src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexMono-ExtraLightItalic.woff2') format('woff2');src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexMono-ExtraLightItalic.woff') format('woff');src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexMono-ExtraLightItalic.ttf') format('truetype');}@font-face {font-family: 'IBMPlexMono-Bold';src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexMono-Bold.woff2') format('woff2');src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexMono-Bold.woff') format('woff');src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexMono-Bold.ttf') format('truetype');}@font-face {font-family: 'IBMPlexMono-Light';src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexMono-Light.woff2') format('woff2');src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexMono-Light.woff') format('woff');src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexMono-Light.ttf') format('truetype');}@font-face {font-family: 'IBMPlexMono-Italic';src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexMono-Italic.woff2') format('woff2');src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexMono-Italic.woff') format('woff');src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexMono-Italic.ttf') format('truetype');}@font-face {font-family: 'IBMPlexMono-LightItalic';src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexMono-LightItalic.woff2') format('woff2');src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexMono-LightItalic.woff') format('woff');src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexMono-LightItalic.ttf') format('truetype');}@font-face {font-family: 'IBMPlexMono-Medium';src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexMono-Medium.woff2') format('woff2');src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexMono-Medium.woff') format('woff');src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexMono-Medium.ttf') format('truetype');}@font-face {font-family: 'IBMPlexMono-Regular';src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexMono-Regular.woff2') format('woff2');src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexMono-Regular.woff') format('woff');src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexMono-Regular.ttf') format('truetype');}@font-face {font-family: 'IBMPlexMono-ThinItalic';src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexMono-ThinItalic.woff2') format('woff2');src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexMono-ThinItalic.woff') format('woff');src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexMono-ThinItalic.ttf') format('truetype');}@font-face {font-family: 'IBMPlexMono-SemiBold';src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexMono-SemiBold.woff2') format('woff2');src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexMono-SemiBold.woff') format('woff');src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexMono-SemiBold.ttf') format('truetype');}@font-face {font-family: 'IBMPlexMono-SemiBoldItalic';src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexMono-SemiBoldItalic.woff2') format('woff2');src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexMono-SemiBoldItalic.woff') format('woff');src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexMono-SemiBoldItalic.ttf') format('truetype');}@font-face {font-family: 'IBMPlexMono-MediumItalic';src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexMono-MediumItalic.woff2') format('woff2');src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexMono-MediumItalic.woff') format('woff');src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexMono-MediumItalic.ttf') format('truetype');}@font-face {font-family: 'IBMPlexMono-Thin';src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexMono-Thin.woff2') format('woff2');src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexMono-Thin.woff') format('woff');src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexMono-Thin.ttf') format('truetype');}@font-face {font-family: 'IBMPlexSans-Bold';src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexSans-Bold.woff2') format('woff2');src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexSans-Bold.woff') format('woff');src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexSans-Bold.ttf') format('truetype');}@font-face {font-family: 'IBMPlexSans-BoldItalic';src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexSans-BoldItalic.woff2') format('woff2');src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexSans-BoldItalic.woff') format('woff');src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexSans-BoldItalic.ttf') format('truetype');}@font-face {font-family: 'IBMPlexSans-Italic';src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexSans-Italic.woff2') format('woff2');src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexSans-Italic.woff') format('woff');src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexSans-Italic.ttf') format('truetype');}@font-face {font-family: 'IBMPlexSans-ExtraLightItalic';src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexSans-ExtraLightItalic.woff2') format('woff2');src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexSans-ExtraLightItalic.woff') format('woff');src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexSans-ExtraLightItalic.ttf') format('truetype');}@font-face {font-family: 'IBMPlexSans-ExtraLight';src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexSans-ExtraLight.woff2') format('woff2');src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexSans-ExtraLight.woff') format('woff');src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexSans-ExtraLight.ttf') format('truetype');}@font-face {font-family: 'IBMPlexSans-Light';src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexSans-Light.woff2') format('woff2');src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexSans-Light.woff') format('woff');src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexSans-Light.ttf') format('truetype');}@font-face {font-family: 'IBMPlexSans-Regular';src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexSans-Regular.woff2') format('woff2');src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexSans-Regular.woff') format('woff');src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexSans-Regular.ttf') format('truetype');}@font-face {font-family: 'IBMPlexSans-LightItalic';src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexSans-LightItalic.woff2') format('woff2');src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexSans-LightItalic.woff') format('woff');src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexSans-LightItalic.ttf') format('truetype');}@font-face {font-family: 'IBMPlexSans-Medium';src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexSans-Medium.woff2') format('woff2');src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexSans-Medium.woff') format('woff');src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexSans-Medium.ttf') format('truetype');}@font-face {font-family: 'IBMPlexSans-MediumItalic';src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexSans-MediumItalic.woff2') format('woff2');src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexSans-MediumItalic.woff') format('woff');src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexSans-MediumItalic.ttf') format('truetype');}@font-face {font-family: 'IBMPlexSans-Thin';src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexSans-Thin.woff2') format('woff2');src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexSans-Thin.woff') format('woff');src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexSans-Thin.ttf') format('truetype');}@font-face {font-family: 'IBMPlexSans-SemiBold';src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexSans-SemiBold.woff2') format('woff2');src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexSans-SemiBold.woff') format('woff');src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexSans-SemiBold.ttf') format('truetype');}@font-face {font-family: 'IBMPlexSans-SemiBoldItalic';src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexSans-SemiBoldItalic.woff2') format('woff2');src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexSans-SemiBoldItalic.woff') format('woff');src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexSans-SemiBoldItalic.ttf') format('truetype');}@font-face {font-family: 'IBMPlexSans-ThinItalic';src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexSans-ThinItalic.woff2') format('woff2');src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexSans-ThinItalic.woff') format('woff');src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexSans-ThinItalic.ttf') format('truetype');}@font-face {font-family: 'Sifonn-Basic';src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/Sifonn-Basic.woff') format('woff');src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/Sifonn-Basic.woff2') format('woff2');src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/Sifonn-Basic.ttf') format('truetype');}@font-face {font-family: 'Sifonn-Basic-Outline';src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/Sifonn-Basic-Outline.woff2') format('woff2');src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/Sifonn-Basic-Outline.woff') format('woff');src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/Sifonn-Basic-Outline.ttf') format('truetype');}@font-face {font-family: 'IBMPlexSerif-BoldItalic';src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexSerif-BoldItalic.ttf') format('truetype');}@font-face {font-family: 'IBMPlexSerif-Light';src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexSerif-Light.ttf') format('truetype');}@font-face {font-family: 'IBMPlexSerif-ExtraLightItalic';src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexSerif-ExtraLightItalic.ttf') format('truetype');}@font-face {font-family: 'IBMPlexSerif-Medium';src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexSerif-Medium.ttf') format('truetype');}@font-face {font-family: 'IBMPlexSerif-ExtraLight';src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexSerif-ExtraLight.ttf') format('truetype');}@font-face {font-family: 'IBMPlexSerif-Italic';src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexSerif-Italic.ttf') format('truetype');}@font-face {font-family: 'IBMPlexSerif-SemiBold';src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexSerif-SemiBold.ttf') format('truetype');}@font-face {font-family: 'IBMPlexSerif-MediumItalic';src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexSerif-MediumItalic.ttf') format('truetype');}@font-face {font-family: 'IBMPlexSerif-Thin';src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexSerif-Thin.ttf') format('truetype');}@font-face {font-family: 'IBMPlexSerif-ThinItalic';src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexSerif-ThinItalic.ttf') format('truetype');}@font-face {font-family: 'IBMPlexSerif-Regular';src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexSerif-Regular.ttf') format('truetype');}@font-face {font-family: 'IBMPlexSerif-SemiBoldItalic';src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexSerif-SemiBoldItalic.ttf') format('truetype');}@font-face {font-family: 'IBMPlexSerif-LightItalic';src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexSerif-LightItalic.ttf') format('truetype');}@font-face {font-family: 'IBMPlexSerif-Bold';src: url('https://joannapenabickley.com/wp-content/uploads/2023/05/IBMPlexSerif-Bold.ttf') format('truetype');}

ON: Branding with emotion and transcending the product

gravatar
 · 
April 19, 2007
 · 
2 min read

Tonight I had my branding hat on....I began writing a strategic statement for one of my clients and then I came to this...

Some categories may lend themselves to branding better than others,
but anything is brandable. Nike, for example, is leveraging the deep
emotional connection that people have with sports and fitness. With
Starbucks, they see how coffee has woven itself into the fabric of
people's lives, and that's our opportunity for emotional leverage.

Almost any product offers an opportunity to create a frame of mind
that's unique. Almost any product can transcend the boundaries of its
narrow category.

Intel is a case study in branding. I doubt that most people who own
a computer know what Intel processors do, how they work, or why they
are superior to their competition in any substantive way. All they know
is that they want to own a computer with "Intel inside." As a result,
Andy Grove and his team sit today with a great product and a powerful
brand.

The Emotional Brand
It's everyone's goal to have their product be best-in-class or my favorite (hear my sarcasm with the marketing speak)...Best in Breed.

But
product innovation has become the ante you put up just to play the
game: it's table stakes.

The common ground among companies that have built great brands is
not just performance. They recognize that consumers live in an
emotional world. Emotions drive most, if not all, of our decisions. Not
many people sit around and discuss the benefits of encapsulated gas in
the mid-sole of a basketball shoe or the advantages of the dry-fit
system. They will talk about Michael Jordan's winning shot against Utah
the  in the late 90's -- and they'll experience the dreams and the
aspirations and the awe that go with that last-second, game-winning
shot
.

A brand reaches out with that kind of powerful connecting
experience. It's an emotional connection point that transcends the
product. And transcending the product is the brand.

Comments

No Comments.

Leave a Reply or Thought

This site uses Akismet to reduce spam. Learn how your comment data is processed.

INSPIRING ORATOR

SPEAKER-2022

Joanna is regarded as a headline speaker at conferences, educational and professional organizations. Her subject matter expertise in tech, design, Ai and Web3 is customized to inspire and influence global audiences. 

View Talks | + Book Joanna To Speak
 
+ Ready-To-Wear The Future Blog
+ CognitiveExperience.design
+ DesignedByUs.org

 

FEATURED TALK: Generative design
GenerativeDesign-2022

Artificial intelligence (Ai) is the tool of the modern designers. Amidst the great global reset and an industrial revolution, Ai aided design unites science and art to make what is has been invariable complex and hard seem indistinguishable from magic.

Presentations | + Videos  | + Articles

PODCAST: Designed by
DesignedBy_Thumbnail_2022

DesignedBy.show invites you to meet the Scientists, Technologists, Engineers, Artists, Mathematicians, and Designers, building an inclusive future today. Join the audacious trailblazers transforming our world for the next 100 years.

CONNECT WITH JOANNA AND COMPANY AS SHE EXPLORES SPACESHIP EARTH

JoannaPenaBickley_Logo_White
Substance_logo-Large
LOGO-CXD
sensory6_white
DBU_Logo
twitter-1
instagram-1
facebook-1
youtube-1
Linktree44
Share via
Copy link
Powered by Social Snap