My journey with brands began some 20yrs ago as a doctoral
student in Sweden. Although at the time I entered the Branding arena as a marketer
and therefore looked at them more as a mode of enticing the consumer/customer,
as I dug deeper to understand what makes them work/fail, I realized that
communication is in fact the fag-end of branding. A lot more work, thought and
planning needs to go into a brand before we get to that point.
As I delved further and further into the theory, searching
for explanations in culture, sociology and philosophy theories as to why
something that works in one part of the world collapses miserably when
replicated in another part of the world, I began to understand the width and
depth of possibilities that brands can provide.
This blog is about this journey of understanding that has
converted a marketer in to a researcher, a student of human behavior and
finally into a strategist.
The posts are not likely to be in sequence and are
definitely likely to be erratic and perhaps even commonsensical...
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