We know already that brand management is largely meaning management. But if we want to make any lasting changes to how brands are managed today and what value they create, we need to take the conversation up a notch, engage the C-suite along with marketers and look at the organizational matrix.
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When you want to explore cultural relevance of strategic ideas, creative concepts, brand narratives, stories or innovation territories and how they tap into the cultural zeitgeist, the mood of the now, semiotics is in my opinion by far the best way to approach such research.
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What we often lack in branding today is meaningful storytelling with an ability to drive a real impact and social change.
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No matter what anyone tells you, stories can change the world. But it often takes courage and guts to make real stories that can jumpstart a real social change.
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Branding Strategy Insider helps marketing oriented leaders and professionals build strong brands. We focus on sharing thought provoking expertise that promotes an elevated conversation on brand strategy and brand management and fosters community among marketers. BSI is a service of The Blake Project, a leading brand consultancy based in the United States, serving marketers around the world.
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