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Business Therapy and the New Brand

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Pollination for Business Change

When faced with overwhelming and disorienting changes, we all need a little help to make it through. Why should your business be any different?

The social media movement has empowered a generation of consumers to redefine the entire world of marketing. You can play in this new world, or you can close your eyes and hope it will go away. If you need help opening your eyes, letting go of the illusion of control, and embracing the idea of participating in a new conversation then business therapy is for you.

Branding Thoughts

Social Media, Branding and the New Marketing

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What is Business Therapy?

Creating new brand alignment for the health of your business

Business therapy is the practice of helping companies to make the transition from old marketing to new marketing. From "we own the brand" to "our customers have hijacked our brand". From interruptive to participatory.

By tutoring companies in the values and community-oriented ethos of the social media movement, I believe that alignment can be created where the brand becomes an agreement between company and consumer. This the New Branding, and it is a whole new playing field.

A Brand Therapy Bibliography

Some background reading for the budding brand therapist.
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Join the movement - hug a brand today!

Are you a branding expert? A new marketer? A web 2.0 enthusiast? Or maybe you're a CEO seeing the need for change? Join the dialog, share your story here.

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    davidscohen Jun 24, 2008 @ 5:45 pm | delete
    Transcendent brands: Today's supposition is that the best branding is that which transcends the category for which it is known. Brands are suggestions - ideas put forth by companies that set expectations. The expectations are ultimately judged by consumers. However, the best, most loyalty-inducing brands do more than merely create product or service expectations, expectations tied to satisfaction and suitability to task. No, the best brands create transcendent expectations that speak to values and emotional needs. Brand expectations that promise belonging and community, and individual expression and empowerment drive loyalty for companies that can also live up to those promises. Apple has created such a transcendent brand - we're not loyal to any individual iPod, in fact we gleefully sell the old one on eBay as soon as the delicious new one is available. Our loyalty is to the values that Apple espouses and our own sense of enrichment.

    Which brands do you consider transcendent?
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davidscohen

Hi I'm David Cohen and I am the founder of Equation Arts, LLC, a brand strategy firm in Atlanta, GA. My clients call me a business therapist, but I like... more »

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