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
While attending Bled Strategic Forum this year, Josep Borell, present foreign minister of Spain and most possible future EU foreign representative, made clear statement to slovenian media: Europe needs unity to become third largest global economic power. Strong and appealing… Continue Reading
The debate about fake news does not lose momentum. On the contrary. The concept gained same ideological value as for instance fascism or nazism. Already by calling someone fascist that person is devalued even before any serious discussion about his… 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
While we know with highest possible certainty what is engagement on biological level, level of nature (gene interaction and replication), it seems that we do not know exactly what are mechanisms on the cultural/memetic level, level of human nurture. I… Continue Reading
Although it seems that branding is or should be purely rational human activity, it is not and it should not be. While it is true that branding itself and especially writing about branding requires high level of rational (intellectual) activity,… Continue Reading
Ethics resides in realm of discontinuity and uncertainty. Morality is frozen. Continue Reading
How genes – memes duality explains “angst” about immigrants. Continue Reading
It is hard to believe, but on the other hand one should expect that intellectual elite that favours social constructivism will not stop producing one fallacy after another. Current blunder comes from University of Oxford, from a study of the… Continue Reading