The author says that brands are vessels of meaning to which we society negotiate what it means. The idea then is that what we signal has to be congruent with how people make meaning, he says. "We have to get much closer to people than we have been so that we understand how they make meaning"
"Meaning," says Marcus Collins ("For the Culture") in today's episode, "is culturally mediated based on how we see the world. Understanding how people make meaning will increase the likelihood of understanding who they are and how they navigate the world."