Branding is a form of communication from "summary" of Buying In by Rob Walker
Branding is not just about logos, slogans, or advertising campaigns. It is a complex form of communication that goes beyond the surface level. Brands are like stories that consumers tell themselves and others. They help people make sense of the world around them and define their own identities. When people buy a product, they are not just purchasing a physical item; they are buying into the brand's values, beliefs, and lifestyle. Brands speak to consumers on an emotional level, tapping into their desires, aspirations, and fears. They create a sense of belonging and connection, forging relationships that go beyond a simple transaction. Brands use ...
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