Category Archives: Brand

The victory of the marketing worldview

The training of students to conceptualize themselves in terms of “intersectionality” of identity represents the victory of the marketing worldview over all other philosophical competitors. Those who are truly of our times have internalized their demographics and have no desire … Continue reading

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Douche Theory 2×2 Model (R)

I plan to use this diagram to help me explain different approaches to design strategy. Human-centered design helps Douche organizations become Keepers.  

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Design as gift (edit for 10ke)

Design is like gift-giving. How? When one person gives another person a perfect gift, the gift is valuable in three ways: The gift itself is intrinsically valuable to the one receiving it. The gift is good to have in one’s life, … Continue reading

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Brand and pluralism

The free market is at least partially redeemed by the emergence and development of brand positioning. Brand positioning is strategic pluralism.

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Private liberty and political freedom

I am currently reading Chantal Mouffe’s Democratic Paradox, which explores a fundamental tension inherent in all liberal-democratic societies, which can be summarized by Marvin Simkin’s famous formulation: “Democracy is two wolves and a lamb voting on what to eat for … Continue reading

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1st person brands

In general, it can be said that branding seeks to influence how people see the branded entity relative to its competitors positioned in a competitive landscape. But this purpose can be accomplished in quite different ways. Normal branding tends to … Continue reading

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Pain of innovation

The primary obstacle to innovation of every kind is the pain of philosophy, which begins as angst before blooming into perplexity. * We don’t hate new ideas because they’re new. We don’t even hate new ideas because they displace beloved … Continue reading

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Chain of differentiations

Differentiated brands are rooted in differentiated offerings. Differentiated offerings are rooted in differentiated strategies. Differentiated strategies are rooted in differentiated operations. Differentiated operations are rooted in differentiated organizational structures. Differentiated organizational structures are rooted in differentiated roles. Differentiated roles are rooted in differentiated … Continue reading

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Apollinian-Dionysian-tragic

Though Nietzsche rarely spoke of Hegel, and when he did he treated him more as a cultural force than a source of valid ideas, it is clear to me, based on my own experience of reading him, that Nietzsche thought … Continue reading

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Pluralism, education, competition, and brand

Some forms of competition support pluralism, and some forms of competition undermine it. This fact has become conspicuous to me looking at the issue of school competition. If K-12 schools were to compete like universities, creating areas of distinction, basing … Continue reading

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Two ways to approach brand

For the technical definitions of bullshit and chickenshit, see yesterday’s (re-re-)post on the topic. I don’t care how many times you say “baked-in” or “activated” or “experience” or whatever… …if brand only comes up in the context of marketing… …if … Continue reading

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Je ne sais quoi management

To the degree a person you address resists reduction to explicit language that person approaches individuality. To the degree an object resists reduction to explicit language that object approaches art. To the degree a particular object is loved by a … Continue reading

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Internal brand

I’ve worked with many companies. The happiest companies were the ones who lived by authentic brands. The most miserable companies were the ones where there was no lived brand — where brand was neglected altogether or served as a facade … Continue reading

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Understanding and selling

If you buy what you are selling from yourself, thinking “If I won’t buy it from myself, how can I expect someone else to buy it from me?” — at best you are deluding yourself. You aren’t motivated to buy … Continue reading

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Gadamer on dialogue

Reposting from my professional blog, Synetic Brand… This passage gets very close to the crux of synetic brand: When we try to examine the hermeneutical phenomenon through the model of conversation between two persons, the chief thing that these apparently … Continue reading

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More synetic branding

The perspective of an organization’s brand reveals that organization, its approach to its business and its offerings as superior. Its greatest importance — brand’s purpose — is to make these revelations of superiority happen. However, a brand perspective affects more … Continue reading

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Synetic branding

A good brand experience makes an organization’s perspective manifest to its stakeholders. Some stakeholders are outsiders who have an outsider’s relationship to the organization. (e.g. current or prospective customers, the press, the interested public.) Other stakeholders constitute the organization itself. … Continue reading

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Aesthetic differentiation

Gadamer on the Romantic/modern conception of aesthetics: The shift in the ontological definition of the aesthetic toward the concept of aesthetic appearance has its theoretical basis in the fact that the domination of the scientific model of epistemology leads to … Continue reading

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Parenting a company

Raising a child is not an act of building or assembly, but of cultivation. The child develops out of the generative forces given to him as his nature at birth. Some new qualities can be implanted, but these new qualities … Continue reading

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The literary brand

A philosophy is the process of coming to vision. The developing vision is in the foreground. A novel is a story told within a vision. The vision is in the background. Popular fiction is a story told within the prevailing … Continue reading

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