(Continued from »Not nice. Gorgeous«.)
Once upon a time an old, bearded Greek by the name of Plato wandered the streets of Athens. He was convinced that truth had more dimensions than the objective, which wasn’t really at all especially objective. It is just something that we have in our heads. His view was that truth was divisible by three.
The inside. The outside. The context.
The first aspect is emotional. The second is rational. And the third is cultural and collective. Look on it as a truth prism, wherever you point it, it splits into these fundamental aspects.
The outside formulates what we know as facts : all that is empirical, measurable and controllable. What does it look like? What does the brand do? What benefits does it bring with it?
The inside reflects the subjective, how it is experienced. It consists entirely of personal interpretation and not only in writing. The aim is to reflect and try to find some deeper kind of meaning, feeling and purpose.
The context is explained by depicting the background, culture and belonging. If you want to see the brand’s full potential you should describe if from all three angles. You can sum up the reasoning by asking three simple questions:
What? How? And why?
Read the next chapter on The Brand-Man, august 30: »Spock vs. Gump.«
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