How brand thinking becomes clearer but more rigid and inflexible over time.

06Feb09

Our brand thinking builds over time, like thin layer upon layer of varnish or lacquer on a treasured object. Eventually the layers of thinking create a tough and rigid surface, but one that becomes impenetrable to new ideas.

So as the brand’s way of thinking accretes over time, it becomes shiny, resilient and seductive, but also inflexible. The varnished brand image is beautifully revealed and yet it refuses to allow anything to reshape the conventions it imprisons.

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