What is the Meaning of your Brand?
I highly recommend the book Making Meaning by Diller, Shedroff & Rhea (2006). The material is well researched and built from significant insight and a good deal of hard data. The core question of the book is what meaning is being produced through interaction with a brand.
From this perspective, the production of meaning can be understood as a key or even primary goal of the brand interaction.
Of course meanings can be significantly culturally-bound. However, they identify a number of meanings which appear to be cross-cultural. Not meant to be an exhausting list, it is nonetheless interesting.
- Accomplishment
- Beauty
- Creation
- Community
- Enlightenment
- Freedom
- Harmony
- Justice
- Oneness
- Redemption
- Security
- Truth
- Validation
- Wonder
Which one of these meanings could be considered vitally important and even understood as the primary goal of your brand?
Related posts:
- Personal Brand – A Brand Called You – Online Influencer
- The Brand Gap – Classic Design Presentation
- Captain branding and the Theories of Brand Strategy
- Designing the Moment – Robert Hoekman, Jr. – Book Review
- Surface computing and enchanted objects
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