Paradox of Branding: How To Use What We Don’t Understand?

Access is the final hurdle to effective branding. Obviously, as a society we are first made blind to the potent effects of branding—and how its mechanics function, and then ‘forbidden’ to communicate about it (for it is through language and education we normally gain access to intelligence). We require some source, preferably impartial, which might illuminate us. Unfortunately, there is very little to assist us. Other than a handful of books on the topic (notably several by Al and Laura Ries) there is far more disinformation than useful or fulfilling information on the topic. The closest most people ever get to a local access of understanding is through an advertising or branding agency, which is typically so in favor of media (advertising) that little true understanding is able to seep through to the interested (or impartial) observer.

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