Brand Design, Brand Marketing and Brand Psychology

 

WHY WORDS ARE NOW MORE IMPORTANT THAN EVER?

In a culture of visual and technological mobocracy, we have forgotten the power of words. Sad isn't it?

Yet, the greatest of the great were always aware of the strength of the words. And they harnessed it with superior charm and considerable acumen.

Most of us would agree that, Nelson Mandela is an icon of freedom and a powerhouse of forgiveness and statesmanship. However, did you know that during his prison days it was unlawful even to quote him (for the fear of massive uprising). And, here is why?

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"Whatever is common is despised. Advertisements are now so numerous that they are very negligently perused, and it is therefore become necessary to gain attention by magnificence of promises, and by eloquence sometimes sublime and sometimes pathetic."

Apparently being bombarded by brand clutter is not something new. The above excerpt is part of the essay written by Samuel Johnson published on January 20, 1759, for his magazine The Idler. Moving closer to our times, in 1988, NY Times reported that a typical consumer is deluged by 5000 brand messages a day which amounts to 2 million a year.

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[And] I have learnt from people's stories, been inspired by their hope, and been strengthened by their coming together.”
― Sharad Vivek Sagar

 UPDATED AUGUST 2017

When people come together, great things start happening. For starters, they shun the logic that had worked yesterday, but is obsolete today. They work as one organism — one mind and one soul for one mission, and thus they make something happen that is far grander than themselves.

It is your people who lends color, texture and poetry to your brand. It is your people who brings forth innovation and sees to the health, and the ultimate survival of your brand.

Since we live in an age of innovation, your job as a leader is to prepare your company for the kind of "work that does not yet exist and cannot yet be clearly defined."

HOW do you go about doing that?

For starters, you are sitting on the perch. You should be able to forecast by the soft trends and strategize by the hard trends.

Having said that, in this article, we do not talk about trends but we draw inspiration from 5 books that can help change the pattern of your brand and get you situated for the long haul.

Check it out and see if it does anything for you.

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