Give the brand a starring role in the theatre of the mind

Charles Young

People think about brands in terms of metaphors (mental constructions). These can vary, according to context and who is talking.

Give the brand a starring role in the theatre of the mind

Charles Young

The metaphors we use to think about things influence the way we interact with them, and how we attempt to change them.

If you think about a corporation as a giant machine, you compartmentalise...

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