Thoughts on Branding

A final-year student asked me a simple question: What brand model do we use and sell?We don’t. Not in the way they meant. People don’t buy our process. They’re more interested in how we adapt to their challenge.Complexity resists templates. The more layered the company, the more it needs its own rhythm. Structure matters, but there’s rarely a unive... See more

In contrast to performance marketing, brand marketing give consumers a non-economic reason to buy something. It is not transactional (this is why it is harder to directly measure its impact). Brand marketing is cultural, social, psychological and emotional. Brand marketing’s purpose is not only to get us to buy something, but to buy into something.

Brands, at their best, can be deeply aspirational drivers of humanity. They are optimistic creative objects, which make them among the best vehicles for human self-determination that we have, especially as other vehicles for meaning-making and impact decline in importance

Founders/CEOs who say, “Branding belongs to marketing," they’re overlooking a vital truth:

Branding is the voice of vision, not a checkbox for marketing.

With this mindset, your brand becomes just another chore—not the driving force of your growth.

Truth is, strong branding starts inside out.

It’s an active investment company every day to stay relev... See more