138 - What is a brand? — with Dr. Christine Looser
The Futur with Chris Do
00:00
The Complexity of Branding
This chapter explores the intricate relationship between branding and cognitive science, focusing on how semantic networks shape brand perception. Through examples like Nike, the speakers illustrate how strong brands create a unified set of associations that resonate with consumers. They also draw parallels with complex systems to highlight the unpredictability of brand positioning and perception, emphasizing the need for a holistic understanding of branding.
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