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Brand Meaning

Brand Meaning

Meaning Is The Bridge Every Brand Must Build

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Meaning Is The Bridge Every Brand Must Build

Consider for a moment how a Scrabble box full of single letters, lacks the quality of poetry, but if those letters are arranged in a certain way, they can then produce a poetic effect. It is the ordered relationships between the letters that create the identity of poetry.

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Brand Meaning

Brands Need Meaning To Revive, Expand Or Disrupt

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Brands Need Meaning To Revive, Expand Or Disrupt

Last month, we established that consumers do not care about (most) brands. Consumers are on a quest to find meaning and brands that succeed are the ones that help them fulfill this quest.

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Brand Meaning

Brands Need To Fulfill The Quest For Meaning

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Brands Need To Fulfill The Quest For Meaning

Consumers are on a quest to find meaning and brands that succeed are the ones that help them fulfill this quest.

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Brand Meaning

Why Global Brands Fall Into The Gap Of Meaning

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Why Global Brands Fall Into The Gap Of Meaning

Perhaps the most dangerous split in branding is between what brands say and what they do.

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Brand Meaning

How Semiotics Helps Brands Encapsulate Value

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How Semiotics Helps Brands Encapsulate Value

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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