Who lives and who understands?

A person on a picture is an essence of branding.

A brand of a creature incorporated in the character on the picture, god Chamundi Mahavishnu, is detached from a physical body. Picture was taken years ago on some Kerala festival when this reincarnation of god Vishnu plays important role.

A brand is a story physically tied to a body and as such becomes one with the body. The man on picture is brand vehicle and brand itself at the same time.

But on the other hand this example clearly shows that a brand is much more than a sign or a logo. It is much more than the body attachment itself. It is a bundle of well connected (well tied) stories.

This example also shows that stories always relate to specific audience (segment) that in fact constantly upgrades stories and brand itself. It is those that are infected by specific brand (meme-complex) that can change this brand and make him alive with such act(s).

On the other hand it is only the one that does not relate to that brand that can detach a brand from its vehicle. We can see brands detached while brand’s audience becomes part of it, immersed and as such unable to discern brand’s logic. They live in it while we outsiders try to understand (in vain).

Andrej Drapal