A brand is successful when it stops gathering and is gathered.

Brands start by associating themselves with symbols, experiences, emotions and other brands. The process of packaging specifically what values the brand stands for is realized through borrowing from others. How do we know when the brand is successful enough and can stop borrowing? A fundamental shift happens that illustrates and answers this question. Brands know their own success when individuals begin to borrow from them in order to create their own personal brand. In the same way as the virgining brand, an individual borrows form successful companies and iconic imagery in order to tightly package who they are in the eyes of others. At what point does a brand stop borrowing and start lending? Is there any overlap or do they never stop borrowing?


Stay tuned for what I think are the answers....