28 July 2004

Part 2. The Conscious Brand: The Physics of Branding

If we are dealing with human beings, then most importantly, what are the emotional codes, the signatures of the feelings and moods, the emotional trends? In branding and business, these issues go largely ignored. Well, the Dynamics of Emotions could be a very interesting key ingredient and play a role in understanding how brand organizations behave and evolve.


Design of the system
Social behavior

The scientific path is supposedly unbiased - but in physics, the observer becomes part of the experiment. The conscious brand might already have a bias. What if the scientific exploration of branding
-- is mapped out according to a certain set of expectations
-- follows a methodology of organizing and measuring the nature of something, and
-- lays a mathematical framework onto the natural world?


But...the science of branding gets more complicated when you add the social dimensions. For example, "pecking orders" work by exclusion. We�re talking about politics now.

The social, political pyramid is a maze of obstacles in the way of human progress and brand progress.

Survival vs. Fulfillment
Continuity of a hierarchical model vs. An evolutionary model (sustainability)

Here is where we look at the economics for brands and organizations, and explore integrating humanity into the economic equation. By addressing individual agendas, we bring clarity to the collective dream.


This needs particular attention. We need to revolutionize in an integral and harmonizing fashion - in other words, evolve - not in the abstract, but in scenarios of human behavior.

Otherwise, we end up in the Brand Drama and not the Brand Script.

This requires exercises and platforms designed to create environments where participants actualize elemental energies of their organization, rather than intellectualize them. In these environments, difficulties and barriers to value creation will emerge, participants will create other paths and innovate new ways.

People have a schitzophrenic relationship with the brand. They are individuals working on teams or in business units, and are also part of a greater organization, where they are - or not - aware of their impact on the value network.

Individuals are their own centers of organization. This is a one-person view of reality. How can we help them use this natural behavior to build value for the full business concept and fulfill the brand ideals for the organization and its customers? This is the multi-person integrated view of reality.

The ramification of this "buy-in" behavior impacts the brand throughout its network.

How do we deal with this? What is the nature of human co-existence and contribution when there is a collective agreement with rewards to build value?
-- We perceive and compare ourselves in relationship to others (not things or concepts).
-- We influence things or concepts.

We need to take this kernel of thought and develop it into our organizational systems so that is available, accessible and usable to the average person.

Our task becomes how to express the concept in everday language and symbols so that everyone can interpret it and engage with it. Only then will ideas get grounded, take root and grow.


-- Social and psychological evolution
-- focus on knowledge sharing and communications as main issues
-- use solid objects and tools
-- make everything comfortable and practical
-- provide pleasurable employment
-- grow a stable base

Floating high above the planet somewhere in the ether hangs the beginning logic for Brand Enterprise Dynamics (BED). This new way of working will capture the value at the individual level and use it to build value for the organization. Network behavior will help organizations evolve into integral sustainable environments.

Thank you for letting me share with you. Now, back to the physics project because we are getting closer to understanding the dynamic fields for emotions. Did you know that true emotions (not feelings, our lesser interpretation of emotions) may be what powers thought and projects it? Well, that is another conversation.

No comments: