Brands Consider branding. One goal of branding is of course being distinct enough, distinguishable but the other part of branding is something like human, trustable, predictable. We trust brands - cheapest, strong, stylish, cute, inspiring, ethical, quality, etc. This is close to insane because Brand is not a person at all. It is a system with bunch of people, many of them not even employed by the company that owns the brand. And this mix of people is not even static. Everyday new people join and retire from these companies, but still we understand them, trust them, as if they were a "person". And that is simply the essence of branding. Brand is like a mini ideology, a coherent value system which seems predictable and relatable, just like a person one has known for a while. And why does it works? Because brains are hardwired to understand people not concepts. Yes people don't understand logic, they don't understand math and they don't understand the power of compounding and they don't understand the traffic rules or tax laws, but it is hard to find people who don't understand other people. To be a brand then is to just behave/appear like a person simply because that is all what all humans brains are designed to understand.
WTF is social? Brands
WTF is social? Brands
WTF is social? Brands
Brands Consider branding. One goal of branding is of course being distinct enough, distinguishable but the other part of branding is something like human, trustable, predictable. We trust brands - cheapest, strong, stylish, cute, inspiring, ethical, quality, etc. This is close to insane because Brand is not a person at all. It is a system with bunch of people, many of them not even employed by the company that owns the brand. And this mix of people is not even static. Everyday new people join and retire from these companies, but still we understand them, trust them, as if they were a "person". And that is simply the essence of branding. Brand is like a mini ideology, a coherent value system which seems predictable and relatable, just like a person one has known for a while. And why does it works? Because brains are hardwired to understand people not concepts. Yes people don't understand logic, they don't understand math and they don't understand the power of compounding and they don't understand the traffic rules or tax laws, but it is hard to find people who don't understand other people. To be a brand then is to just behave/appear like a person simply because that is all what all humans brains are designed to understand.