Brand meaning: Brand metaphor
Nir WegrzynBrandOpus
A brand's basic character must remain constant and true, regardless of the changing communications around it, and meaning is best established through a visual metaphor.
We have around us many well-performing and less well-performing brands. But in the processes we perform to manage brands, we have created a kind of prison for ourselves – by fixing our 'ways of knowing' on a single structure of thinking, which is over-focused on linear consumer reactions. This, in turn, affects our planning and researching and creates patterns that do not help creativity, and hamper brand performance....