What Are We But Virtual Brand & Marketing Constructs?

‘Brands are complex multidimensional constructs with varying degrees of meaning, independence, co-creation and scope. They are semiotic marketing systems that generate value for direct and indirect participants, society, and the broader environment, through the exchange of co-created meaning.’

Illustration borrowed from www.forbes.com

“The world needs more humanity!“

“As brands work within increasingly symbolic markets, the marketing systems must pay attention to their meaning infrastructures. Failure to do so, may cause system to work improperly, even fail (Conejo & Wooliscraft 2015).“