LOOK DEEPER
Brands today provide people with more than mere signs of wealth or intelligence or beauty. They are cultural resources that people tap into in order to help define themselves. Brands serve to close the gap between a person’s ideal self and actual self. People tattoo logos on their body now as a form of self-expression. In developing product names, logos, or even a brand’s voice, the creative process must be driven by a full awareness of the powerful role brands play in society’s collective consciousness.