Static brands
In today's newsletter...static brands
What is this thing we call branding? For branding professionals, it’s all about making companies and products attractive to consumers; making the abstract concrete, the unruly understandable, and the forgotten forefront by assigning them unique attributes and corresponding visual iconography. All for the sake of defining brands in perpetuity, and a higher belief that if we create things of meaning and importance they will last forever. But is this promise of permanence even possible? Is it a good thing? Do we need to rebrand branding?
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