The Philosophy of Branding


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.

Philosophy of Branding: Great Philosophers Think Brands

Brand Leadership


For anyone interested in branding, David Aaker is a must read. Most strategists know that brand awareness, quality, customer loyalty and brand associations are necessary to compete in today’s market.  Aaker provides many examples and methods to drive brand equity.  Emphasis is on relationship not transactions – as it should be.  Having this book in your arsenal as you face the challenges of social media, explosion of amount and complexity of data, a growing proliferation of channels and devices and shifting customer demographics and psychographics will allow you to sleep at night.

Brand Leadership