The Order of Emergence

When we were finishing I Feel Slovenija branding concept and book together with Petra Lapajne, Maja Konečnik and Leslie de Chernatony, I knew that it is not going to be hard to gain approval from a client (government of Slovenija) and approval from the internal and external market (both assumptions proved correct), but to establish sustainable management system to run the brand alive.
As can be proved by “life formula” discovered yesterday F’in’g = ν x (ts), there are two gravity black holes in human complex systems: one that either freezes or loose control over frequency/quantity and another that freezes or loose control over timespace.
In brand systems ν can be understood as number and frequency of brand particles. Brand particles are in fact smallest components of any brand, represented in brand management systems as elements of brand formula, elements of brand story; mental concepts or memes. If brand is represented with too few memes, we say that such a brand is frozen - it has no space to evolve in meme complex that has a propriety being alive. If there are too many (unrelated) memes in brand identity than normally life force of brand (F’in’g) is not strong enough to keep the brand together.
To get F’in’g for brand ν should be multiplied by (ts). (Could be that it should be multiplied by (ts)2, but this is not so important for this argument) - that seems to be obvious for brands that exist in timespace. This tells us that integrity of brand over timespace plays backwards in positive but also in negative respect on F’in’g.
Two years ago I was sure that we will not be confronted with serious changes in (ts) part of formula. And I was right. Not much is going there. But I was wrong being afraid that νnumber is going to be too high. As the matter of fact it was reduced to 1: “green”. All the rest was forgotten. Gone with the wind. Despite the fact that central concept of “I Feel” is the only destination brand concept that is not descriptive but inclusive; at least to my knowledge. This inclusiveness should in theory boost life in the brand body; yes in theory but not in Slovenia. I guess I should wait for global warming realization to see I Feel Slovenija unfrozen and living again. Since I know that global warming is a hoax threat there is not much hope for our brand child.

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