Nurturing brands through communication

A child is conceived through the fusion of two cells which have to come from two individuals of different genders. New Brands too are only created through fusion, and it can be begotten only in a nurturing environment and the safe ‘mind-womb’, till such time it is ready to be delivered.

The Brand is reinforced in every action, transaction, experience, emotion, memory and association it generates. Communication helps burnish the Brand by focusing on its salient attributes, displaying and embellishing that which already exists. Communication is not a magic-potion for the brand, though, unfortunately, it is often peddled as such. 

For primary audiences, the ‘bells and whistles’ of communication become essential in making reality more palatable. Communication is also needed for Brands to create a memetic experience in the secondary and tertiary audiences, those who have never interacted with it. 

Communication is critical because it is an essential tool of memetic transfer. If the experience of the Brand falls short of what is communicated, it will wash out any unset trust-bond. The communicator plays the paramount role of a brand keeper, responsible for nourishment, cleanliness, environment upkeep, memetic exchange, and emotional health of the brand. 

But, when we look around us, we see a progressive atrophy that inflicts most brands, forcing them to seek expensive artificial means of sustenance that, regretfully, provide only cosmetic benefits. If brands are to flourish and strengthen, they need to build inner strength. Existence of brand levity, the natural strength that works against degeneration is a true sign of great brands. Brand Levity has four aspects which give a brand the ability to oppose gravitation forces that pull it down – these are, Memetic Integrity, Purpose, Involvement and Ownership, which we will discuss at length next week.