What Makes Your Brand Meaningfully Different?

  • Nigel Hollis

Abstract

For many years, a smooth green stone has sat on my desk. It’s a piece of serpentine that I was given when I visited an artist’s workshop in Scotland as a small child. Truthfully, it’s a pretty unremarkable rock, and I doubt that anyone else would find it interesting, but it means something to me. People have always been drawn to ascribe meaning to inanimate objects—often more meaning than is justified by those objects’ functional benefits.

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Notes

  1. 1.
    Nigel Hollis, The Global Brand: How to Create and Develop Lasting Brand Value in the World Market, (New York: Palgrave Macmillan, 2008), 13.Google Scholar
  2. 6.
    Barry Schwartz, The Paradox of Choice: Why More Is Less (New York: Harper Perennial, 2004).Google Scholar
  3. 7.
    Mark Batey, Brand Meaning (New York: Routledge/Taylor and Francis Group, 2008).Google Scholar

Copyright information

© Nigel Hollis 2013

Authors and Affiliations

  • Nigel Hollis
    • 1
  1. 1.Millward BrownUSA

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