I am a card-carrying member of the TV generation. I grew up on Lost in Space, Tang, the Brady Bunch, Love American Style and more. I entered the advertising business during some of the golden years, when the 3 networks and 7 sisters dominated and Creative Directors were almost movie stars. I thrived in the decade of branding and experienced the birth and growth of modern Internet communications. I soon found myself on the wrong side of the digital divide – and decided to cross over. It wasn’t easy. It took a lot of time and effort. It remains an ongoing living laboratory. In fact, I launched an Internet as a way to force myself to stay on the cutting edge.
Every company and product has a brand. What is it? When people hear or see the brand name, the brand is all of the associations e.g. ideas, images, thoughts that come to mind in their imaginations. These associations form a mental filter through which people process information related to that name. The “brand” acts as a quick interpretive context for processing real events.