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.

Which one of these meanings could be considered vitally important and even understood as the primary goal of your brand?

Related posts:

  1. Personal Brand – A Brand Called You – Online Influencer
  2. The Brand Gap – Classic Design Presentation
  3. Designing the Moment – Robert Hoekman, Jr. – Book Review
  4. Habitum Alteram Naturam – Part 2
  5. Let’s talk about ‘Blank’ – social media brand advocacy

July 2, 2009 • Tags: , • Posted in: brand

Leave a Reply