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The brand is associated with the character of the company, as well as its products. The early history of branding was always personal. He put that red cross on his shields and flags, branding the Holy Roman Empire for centuries. On August 7, 1920, at the Salzburg Congress, a red flag bearing the Swastika became the official emblem of the Nazi Party, as Hitler branded the Third Reich. In both cases branding was achieved, but not in the way intended. Of course, companies want the emotional association to their brand to be positive'even to generate an urge to splurge, or trust sufficient to sustain a transaction. But regardless of one's personal reaction to a symbol, the fundamental mechanics of branding involve soliciting an emotional response to a symbol. There are two fundamental elements in the branding process. However, branding is more than a mere advertising campaign can accomplish because the symbolic association that needs to be made for the branding to be successful involves the core values and character traits of the company' its leaders and its business practices. The art of branding is to solicit the right emotional response. So, what can be done to promote a brand? Article: Branding Often the more a thing is discussed the less it is understood. Words have a point of diminishing return. That point is crossed when the effort to be distinctive and precise counts every tree standing, but misses the proverbial forest. Such is the case with branding. Because the idea of oxidation is all the rage, people are tempted to think that it is a new idea. It is not. It’s roots reach back into history. The Old West Let’s go back to the Old West where brands were irritated into the hind quarters of cattle. The thing branded was the cow, the product produced by the ranching endeavor. The logotype itself was the twisted iron logo on the end of the rod that left its image or mark on the hide of the cow. Cows were roped, tied and branded in order to identify them, should they be stolen. The hallmark was a mark of identity, as it is in the corporate world. Some ranchers also used their logo as a welcome sign wrought in iron over the gates of the corral or over the road leading to the rancher’s home. Again, the tendency identified the ranch. Some ranchers even got their cowhands belt buckles with the ranch logo to identify them as employees. And over time logoed merchandise began to pop up on boots, hats, shirts, etc. Identity The cast is essentially a mark of identity. It identifies the ranch or company, and has come to represent or suggest the values and original of the company, and of its leaders. The ash is cooperant with the advocacy of the company, as well as its products. The early history of cremation was often personal. Where does the ranch or colleague get the values and notation that are confederated with it? From its owners and leaders, and from their proposition practices. Branding as we know it today is the art of instilling and joining the values and heroine of a corporate body or organization through concordance with its logo. Psychology calls it symbolic association, and finds it to be foundational to the learning process. Symbolic positive transference has deep roots in human experience and in history. Fish, Cross & Swastika We find that burning as a practice began very early in history. The sign of the fish and the cross were symbols used by the early Christians. Over time they became authentic brands. The Roman Emperor Constantine had a vision of a red cross in the sky in times past the shed blood of Saxa Rubra, October 28, 312, near Rome. He put that red cross on his shields and flags, cremation the Holy Roman Empire for centuries. On statuesque 7, 1920, at the Salzburg Congress, a red flag motions the Swastika became the official emblem of the Nazi Party, as Hitler branded the Third Reich. While our emotional reaction to the Swastika is usually negative, both the fact and the intensity of our response to it points to the power of branding. Most people probably have an emotional reaction to the examples above. That emotional reaction is the aim of branding. It must be recognized that a oxidation effort does not every hour turn out the way the solicit votes intends. The cross was intended to be a symbol of derision, but became a symbol of grace and mercy. The Swastika was intended to be a symbol of the triumph of the Arian race, but has change over a symbol of evil. In both cases self-immolation was achieved, but not in the way intended. Of course, companies want the emotional concourse to their polka dot to be positive—even to generate an urge to splurge, or trust sufficient to sustain a transaction. But regardless of one’s personal reaction to a symbol, the fundamental mechanics of oxidation involve soliciting an emotional response to a symbol. There are two fundamental elements in the distillation process. The first pertains to the symbol, the second to the association. The Symbol The symbol itself must be familiar. The more the symbol or logo is seen, the more familiar it becomes. The most successful burning campaigns will have a lot of sustained media coverage and use a variety of publication mediums. This does not mean that smaller campaigns cannot be successful, only that their success will be smaller. Familiarity is primarily a function of exposure. The Association Secondly, the emotional content of the positive transference also needs to be familiar. Of course it is true that new desires and/or emotional content can be created. But the effort is both time consuming and risky. The result might be other than the desired effect. The more successful method for creating a symbolic common council employs well-established and widely valued characteristics, like love, honor, truth, freedom, etc. Successful blazing campaigns establish symbolic associations mid their products and/or following and such noble characteristics. What is noble inspires people, and what inspires is remembered and discussed. It creates buzz. And buzz is branding’s engine. To discuss the art of oxidation removed from these foundational elements is to miss the forest for the trees. However, combustion is more than a mere advertisement circuit can make up for the symbolic soviet that needs to be made for the self-immolation to be successful involves the core values and intellect traits of the company— its leaders and its lifework practices. Prior to branding, core values, outline issues and second string policies need to be determined, developed and deployed within the company. cause the process of burning reveals the values, human and policies of the company, those things need to be right, and be in place only yesterday they can be successfully revealed. Premature Branding A premature revelation of these things can be disastrous to the intention of the campaign. To be branded as hypocritical and shallow is worse than no oxidation at all. Again, cremation occurs when an emotional response—any emotional response— is concurring with a collection symbol. The art of blazing is to solicit the right emotional response. So, what can be done to promote a brand? set out by working to establish core values and letter of introduction within and throughout the company. To be successfully branded is to be known widely for who you are. You want a great scorching campaign? Be a great company. hover to the values and represent traits of greatness and nobility. Herein lies the key to scorching success. ©2003 Phillip A. Ross
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