Good branding establishes an understanding of the essence of a company. Just as a writer’s characterization allows the reader to grasp the true nature of an individual—whether fictional or nonfictional—the brander must discern and articulate the company’s fundamental identity. This identity, once understood, serves as a touchstone for all future branding efforts.
A well-defined brand becomes the foundation upon which all company materials, designs, and operations are built. It provides coherence and direction, ensuring that every action and representation aligns with the company’s core... read more >
We are essentializing beings. That is, our way of knowing the world tends heavily towards looking for the essential, the typical, and the regular. We tend to see the general, the core, the one single "thing" that summarizes, encapsulates, or explains what we're looking at.
And this is the core thought behind the importance of branding.
This post will discuss something that is at the heart of everything we do as human beings. It also shows why we have marketing and branding companies at all. Finally, it shows why I love this business so much.
We are essentializing beings. That is, our way of...... read more >
