Big Little ThingsBrand character
Over at This Blog Sits at the, there’s a good post on building reputation and identity in a way that defies traditional branding logic.
Here’s how it starts:
When theatre people say why Cate Blanchett is a good actress, they say she is:
* transformational and fluid
* open
* filled with contradiction
* uncontrolled at the core
* elusive
* ambiguousHah! Traditionally, this is the “no fly zone” of the branding world. It may do for actresses to work the more difficult and meaning rich tropes. Not for brands. No, brands preferred a rhetoric that emphasized emphasis, repetition, clarity and, um, emphasis.
But why can’t the brand be more like Cate?
It’s an important question to ask. See where it leads here.
