18. Brands as Symbols


The best brands tend to symbolize something in a culture beyond the specific, pragmatic offer. When a brand authentically connects itself to an idea that resonates with audiences—the brand symbolizes more than a business value proposition. Brands that are as much about belonging as they are about buying tend to build the greatest value over time.

Contributors

SWRV
Siegel+Gale
Sven Seger, Doug Sellers, Marcus Barlett, Lloyd Blander
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