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John F Sherry Jr: Brand

“A brand is a differentiator, a promise, a license to charge a premium. A brand is a mental shortcut that discourages rational thought, an infusing with the spirit of the maker, a naming that invites this essence to inhabit this body. A brand is a performance, a gathering, an inspiration. A brand is a semiotic enterprise of the firm, the companion spirit of the firm, a hologram of the firm. A brand is a contract, a relationship, a guarantee; an elastic covenant with loose rules of engagement; a non-zero-sum game; improvisational theater at best, guerrilla theater at worst. As perceived vessels of exploitation, brands provide the impetus for generics and voluntary simplicity, as well as targets for demonstrations of cultural nationalism.”

—John F Sherry Jr.


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