Why global brands fall into the gap of meaning

Dr. Martina Olbertova

Discusses how global brands should be aware of the mental disconnects that can occur between the meaning intended to be communicated by a brand versus meaning created.

Need to know

  • Global brands should be aware of the mental disconnects that can occur between the meaning intended to be communicated by a brand versus meaning created, the disconnect between ideas and their form of execution or between brand values and the real-world behaviors of brands.
  • The four biggest brand disconnects appearing in branding today are:
    • Culture – Brands and communications versus culture and society: Is what you’re doing and saying culturally relevant any more?
    • Context – Big idea versus creative execution and brand experience: Is what you’re saying and doing contextually relevant?
    • Trust–...

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