CCT316H5 Lecture Notes - Lecture 3: Jonathan Hardy, Akvavit, Fungibility
10 Apr 2018
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Reflections and reviews: an english techer looks at branding. In academic lingo, the ability of a story to be expressed in a single kernel is called holophrasm. It reduces sentences to a word, for example, or complex ideas to a nubbin: oddly enough, great art tends to be holophrastic, so too with great brands. The brand gathers its power because it concentrates what is called in adspeak (cid:858)o(cid:449)(cid:374)ership(cid:859) (cid:894)t(cid:449)it(cid:272)hell, (cid:1006)(cid:1006)(cid:1012)(cid:895) Why branding works: the industrial revolution did not suddenly make us want things and the stories that went along with them. The industrial revolution was the result of our materialism, not the cause of it: but we do not always know what we want. If we knew what things meant, then we could choose things on the basis of some inner need: but we do not know, so, in sense we are not materialistic enough!
