Brands as Belief Systems

Much of the lexicon of branding, from mission statements to company values, and from visions to manifestos, suggests terms from religion, philosophy, and politics. What do brands have in common with these more typical examples of belief systems?

A Brief History of Content Strategy

A trip across the ages from the beginnings of content strategy to the present. We’ll start all the way back when tablets were, well, tablets…

Why B2B Needs Branding

“Brands” in the most frequently understood sense of the term (especially among laypeople) refer to well-known, everyday consumer products (often including the companies that make them). From surveys like, “What brand of toothpaste do you use? What brand of car do you drive? (Or maybe: What brand of cigarettes do you smoke when no oneContinue reading “Why B2B Needs Branding”

The Semiotics of Branding

Is a brand a sign, or is it the destination? Or is it both? Or is it something greater than either one? How you answer that question may well depend on where you sit professionally,  in-house in a product or sales group, as a strategist or communications expert in or outside the organization, or atContinue reading “The Semiotics of Branding”

%d bloggers like this: