http://buildabrand.com
Out of context: Reply #10
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- babaganush0
Successful brands build strong tribes that are loyal to their offering. They offer rewards and entertainment as well as honing their product. This is a human or even anthropological thing - it's based around the complex inter-twining of ideas, the frequent re-gauging of those ideas and absorbtion of human principles, desires, trends and current and historical events.
Who knows humans better than humans, our consciousness means not only are we the only species longing for these rewards (or brands) but we yearn for meanings and stories associated with them. Bored2death, to answer your question, I believe this 'humanity' is the 'unique process ' that can't be stimulated by a program.
It's why we are nowhere near Bladerunner-style replicants and even the lauded Japanese thinking robots are nothing more than dumb entities.
I think this idea sounds perfect for small hairdressers etc. but for brands that want to be serious and contribute - I think it's ridiculous...as many have said a brand is not the sum parts of it's graphic assets.
Also as we head into a (hopefully) more socially responsible way of trading accelerated by diminished resources and environmental problems, no alogorythm will be able to keep up.
This socially complex soup is what means as long as we want to buy or engage with stuff - a human underpinning will be needed as it is essentially human transactions if you trace back far enough.
This, to me uses 'brand' as a buzzword and not in it's proper form.