Why New Scientific Fields Need Branding
Joe Brewer

When I read this piece, I immediately thought of the work of George Lakoff. It seems to me that what’s needed is not so much a brand (since there’s not a product being sold), but a strong communications effort in order to create a Lakoff ‘framework’ of this field and the issues it addresses- a framework (context) that allows people to understand why it’s so powerful and what it offers.

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