Competitive (market) position rests on competitive advantage of a brand. Competitive advantage is written in brand identity. It is written in the same way as any biological advantage of any living creature is written in genome then executed in phenotype.… Continue Reading
Let us assume that most readers of this blog are already familiar with basic branding facts like the one that separates visual identity and branding. Changed visual identity of particular brand does not mean rebranding. Changing visual identity leaving all… Continue Reading
Animals should have more rights than states. Continue Reading
Routine as ritual of industrial society. Continue Reading
Brand is living complex system present on brains serving it as substrate. Continue Reading
Let me confess, that writing this blog I feel like I would feed Chinese sentences to John Searle sitting in his Chinese room. I know that I should not start a post by a sentence that refers to something that… Continue Reading
This is a question that necessarily comes to the mind of everyone that starts to consider branding issues seriously. But in fact this question goes far beyond usual marketing considerations of branding. It is a question of philosophy, a question… Continue Reading
A brand with a niche market has in general better options for higher profitability than one that operates on commodity market. But isn’t that a truism? Yes, but let me show that truism comes not from management, economy or… Continue Reading
While it is true that brands do generate their power from customers, and should thus be understood as user generated or even crowdsourced, one should never confuse this fact with brand management. Brand management is a process in which brand… Continue Reading
You may have already thought about: you can not push anyone to do anything, least love something. But you know: brands that are beloved sell, those that do not trigger positive emotions do not. To establish a positive and long… Continue Reading