What is this branding all about actually. This perception management of our lives. I have studied it and worked in it all my life. But what is it all about?
I heard some things today that scared me.
It is widely understood that brands are no longer merely products and services. They are the vessels of value, or what we think they are in our minds. I have known this for a while.
So brands are what we think they are and are effectively the connection we have with them. They are no longer the hard bricks and mortar assets of old. Most of Coca-cola’s market cap is made up of BRAND EQUITY.
Branding agencies are selling us more brands to take up our headspace and companies around the world are growing their brand asset. Basically value around the world is increasing not in buildings and factories but in our minds. The balance sheets of this world are representing what is going on in our minds. We are creating value out of brain matter.
Look for it on the balance sheet……
Dangerous ! We are creating a world where the intangible is king. When we change our minds we will change a companies brand value and most of that companies value. With a change in our minds we can sink General Electric.
Classicaly I have been told that i can vote in this democratised world of branding with my wallet. I can also revolt by not buying something. But now i have a new way. I can shut out a brand from my mind. I can erase it from my lobal software along with all its perceptions associations and other branding jargon. That way i can affect a companies balance sheet.
Aren’t we creating a bubble?
Time to buy GOLD!
