Brand meaning: Brand metaphor

Nir Wegrzyn

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.

Consequently, the world is full of brands with glimmering outsides and no meaningful insides to them: brands as mere things. It is not only what we perceive but also what we fail to perceive that determines the quality of the brands we encounter, and what we have collectively chosen not to perceive is the full reality of brands – the 'inside' and meaning of these brands. As we rely on social media, promotions and a variety of literal messaging to force engagement at any level, time and time again we fail to create meaningful lasting relationships.