The Futur with Chris Do 138 - What is a brand? — with Dr. Christine Looser
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Jun 16, 2021 In this insightful discussion, Dr. Christine Looser, a branding expert and head of business at the Minerva Project, teams up with Chris to explore the complexities of branding. They dissect the interplay between human evolution and perception in brand identity. Listeners will be intrigued by their take on the elusive nature of brand control, the role of emotional connections, and how cultural nuances shape brand relationships. With engaging examples from companies like Apple and Nike, they emphasize that authentic branding is more about perceptions than just narratives.
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Brand Definition
- A brand is the gut feeling a person has about a product, service, or organization.
- It's not what you say it is, it's what they say it is, influenced by perceptions and feelings.
Evolutionary Basis of Branding
- Human brains evolved to prioritize understanding other people for survival and social cohesion.
- This "mind perception" ability now gets applied to organizations, forming "brand perception."
Impression Management and Branding
- We constantly manage impressions, consciously and subconsciously, to influence others' perceptions of us.
- In branding, this translates to both intentional (top-down) and unintentional (bottom-up) branding activities.
