Brand cultures
May 17, 2006
I love Richard Huntington's Adliterate Aphorisms, particularly
10)Great brands create culture, weak brands copy it
The great brands function like myths in modern society, providing narratives and ideas 'to live by', to steal from John Grant.
I recently read Mr Grant's new book - The Brand Innovation Manifesto - and I really like his new molecular model of brands as clusters of cultural ideas.
Brands are inherently complex, they can't be reduced down to single propositions: they are webs of associations. Russel Davies' touches upon a similar point when he talks about idea linking and embedding.
John Grant has a new site to accompany his new book and a brand new blog.