9 Comments

  1. Pingback: Brand me | ESALA
  2. Great article. My interests are in the art world where there is plenty of branding going on, in both real and digital spaces. I am particularly keen to investigate artists’ social media spaces and how these dis/align in an institutional context. The digital fabric of all these spaces is both rich and overwhelming.

    1. Thanks for the insight. Some contemporary visual art even has the appearance of being all brand, particularly when it crosses over into graphic design. Perhaps the recent work of Gilbert and George epitomises this, but there must be many other examples less celebrated.

      1. indeed many artists (painters, writers, musicians) use facebook or twitter to ‘engage’. It is almost expected to have this channel of communication although many bigger names employ their social media bodies to write on their behalf. It seems to me, as you suggest heraldry or a form of cartouche. The social media avatars most definitely have that connotation. Thanks for the references, will follow these up.

  3. This article makes me think about personal tags we use for self-description and friends classify in social network, such as Otaku, Yaoi fandom, Diaosi(Chinese buzzword “屌丝”) etc. In my opinion it’s a kind of self brand. The tags was first used in the practice of folksonomy techniques on the Internet. Then it becomes a popular action to self-categorization. Lengthy self-introduction and complicated description of other people turn into some key words. It’s especially useful for mobilizing the group of like-minded people, and getting personalized service. However, just like the brand, it will led us to some stereotype.

  4. For marketers looking to reach growing customers, it pays to think the significance of brand. The brand is by no means an signal, but a icon represented the spiritual core of one enterprise. Rather than forms, brands is much more concerned with the meaning. For fashion women who pursue luxury products, the brands become symbols of their social status. For some youngsters seeking to live different from others, the brands which is not widespread among people will capture their heart. For some fans, they choose a costume brand represented or designed by their idols purely to show their supports to them. We can judge a lady’s personality by which perfume brand she use.

    Apart from showing one’s status grade or attitude, brands sometimes are used to spread a spirit. This can be embodied on their slogans. For instances, Jaguar’s “Don’t dream it. Drive it! ” reveal its active and desicive spirit. Through locating and digging out some inner feelings their customers share with the brand, it will create an emotional tie between the bussiness and the clients. Attached implications will make the brands seem more humane. Hence, with such a affectionate conversation with customers, stable and longtime relationships will be created easily.

    Undeniably, brand is of great significance to the promtion of corporations. Likewise, to be branded is also the aiming of some individuals and social communities in their efforts to build a reputation. For instance, once an peculiar event is spreaded online, they will soon be labeled with a “brand” by social media critics or some netizens. Being branded will accelerate the speed it porpularize. After the tides eased, the characters used to describle the events remain, becoming icons, even some cultural phenomena. To be branded will make something or somebody distinctive from others, hence make them easily to be remembered and thought of.

    In conclusion, we cannot emphasize to much on pondering the signifacance of brands,especially to those who yearn to acheive fame and become popular.

  5. The most important imperative for any brand is to be visible. To be seen. In as many places and in as many situations as possible. And yet so many brands are almost faceless, really making it difficult for them to succeed. Do not confuse above the line advertising with visibility. Visibility is about standing out every day, everywhere.

    Let’s me start with a great example of what visibility means by using Apple. The genius of Steve Jobs with the iPod using white cables to the earpieces while the rest of the industry used black ones. It was immediately obvious to anybody who saw you that you were using an iPod – even though it might have been out of sight in your pocket. The white leads immediately identified who you were. Up with the times – hip and happening.

    The importance of visibility has acquired a formal label – mere exposure effect. Just seeing something over and over again reassures us as to its credibility, size and implied leadership status, as well as trustworthiness. The brand becomes a safer choice than its competition, just by being seen over and over again. All of this happens in our unconscious, without us being aware of the process at a rational level.

Leave a Reply to W Hattingh Cancel reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

This site uses Akismet to reduce spam. Learn how your comment data is processed.