Brand meaning: Brand metaphor

This article discusses the importance of consistency in brand meaning, arguing that whilst the way the meaning is communicated can change, its essence should stay the same.

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....

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