In your wildest dreams, you probably have not envisioned Socrates running a brand workshop. It is a little mind bending! But in The Philosophy of Branding, Thom Braun has explored the history of great philosophers and linked their work to branding practice. Its not as much of a stretch as you would think. If you consider that a brand is the essence of something, rather than a concrete representation, you are getting close how branding should be done and seldom is. Some call a living brand corporate religion. Brands stand for something – more than a product or service. Something deeper that resonates at an emotional (or in my language archetypal) level. In a world where branding is driven by prosumers, this is a great little surprise text to deepen your understanding of how a brand operates. For example:
“Nietzsche’s Top Tip: Values are at the heart of branding – but in a much more potent sense than we normally assume. Brand values should not just be ‘attachments’ to a product or service, but rather the driving force for what the brand can dare to become. Competitive edge lies in creating new values – perhaps risky values – rather than repacking existing market values. The way to ‘superbrands’ is through owning the territory that goes with those values.”
Think insight – not information, not data. An interesting read and great reference tool. Methinks it might become one of my branding textbooks.