Author: Fradex

Understanding the unique characteristics of marketing and branding, as well as their dynamic interaction, [brandingmag.com] has long been one of the greatest mysteries in our field. The marketing business is being redesigned by service designers, despite the widespread belief that branding and marketing is branding. This has compounded the difficulty of solving the mystery and cast stereotypes over the business community as a whole. {www.brandingmag.com/suzana-nikiforova/exploring-the-dynamic-interplay-of-marketing-branding-and-service-design/} Stereotyping is defined by social psychology as a perceptual mistake in which things are often classified and interpreted superficially based on generalized impressions that were developed in the past. However, our world is changing so…

“The act of giving a company a particular design or symbol in order to advertise its products and services” is how the Cambridge Dictionary defines branding. [brandingmag.com] This was a very true description of branding not too long ago, or at least that was the prevailing opinion at the time. {www.brandingmag.com/2015/10/14/what-is-branding-and-why-is-it-important-for-your-business/} When branding was reduced to its purely aesthetic component—visual identity—it was (and still is) misinterpreted. Whether they are experts or not, branding for many still mostly refers to the visual identity, [brandingmag.com] which includes the name, logo, design, packaging, etc. Even further up in the marketing hierarchy, there is…