Brands Are About Language

In the New York Times op-ed, “History for Dollars,” David Brooks laments the downward slide of the humanities as college majors. Brands, he writes, are created by folks, well versed in literary texts.

In an information economy, many people have the ability to produce a technical innovation: a new MP3 player. Very few people have the ability to create a great brand: the iPod.

Branding involves the location and arousal of affection, and you can’t do it unless you are conversant in the language of romance.

h/t: NYT

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