Archive for July, 2009
July 4, 2009 at 10:43 AM · Filed under Uncategorized and tagged: ADVERTISING, Brand, Brand building & forbidden meanings, Brand Management, branding, Cognitions, Consumer Behaviour, CONSUMPTION, Creative, emotionally loaded knowledge structure, haunted reality, Hidden recesses of human nature, human nature, imagined reality, lambada, Life, management education, Marketing communications, marketing education, MEANING, meanings, other self, random thoughts, reality, reflections, smoked mirror, subconscious, subconscious appeal, THOUGHTS
Since a brand is an embodiment of meanings projected by the self, we perhaps consume to give meaning to our life.
July 4, 2009 at 10:39 AM · Filed under Uncategorized and tagged: AFFECT, COGNITION, Communication, CONVERSATION, FEELINGS, INSIGHTS, Interpersonal communication, INTUITIONS, RANDOMTHOUGHTS, THOUGHTS
Perhaps conversation is an excuse for communication (sweet nothings)
July 4, 2009 at 10:24 AM · Filed under Uncategorized and tagged: ADVERTISING, Brand, Brand building & forbidden meanings, Brand Management, branding, Cognitions, CONSUMERBEHAVIOUR, Creative, emotionally loaded knowledge structure, haunted reality, Hidden recesses of human nature, human nature, imagined reality, INSIGHTS, lambada, management education, Marketing communications, marketing education, meanings, other self, random thoughts, reality, reflections, smoked mirror, subconscious, subconscious appeal, THOUGHTS, wanted reality
Brand building is a process of earning commitment of the consumer to the brand. And this would require (since brand is a emotionally loaded knowledge structure), getting highly personal and positive meanings (even forbidden ones…..like “lambada”) projected onto the product; thus becoming the “other self” of the consumer. A brand then is an embodiment of projected meanings of a consumer and thus reflection of his self image. A brand then has to be like a mirror, a mirror which can show the consumer his “wanted reality”.
Raashid Saiyed
