Why Global Brands Fall Into The Gap Of Meaning

Why do global brands keep falling into this symbolic trap and repeat the same mistakes over and over?

Global brands today suffer from many ailments, but perhaps the biggest ones have to do with the gap of meaning.

Brand Leaders Must Become The Champions Of Symbolic Coherence

The Four Biggest Brand Disconnects

1. The Gap Of Culture: Brands & Organizations Versus Culture & Society

2. The Gap Of Context: Big Idea Versus Creative Execution & Brand Experience

3. The Gap Of Trust: Brand Image, Values & Ideals VS Actions & Corporate Behaviors

4. The Gap Of Social Impact: Role & Identity Versus Message & Tonality

1. The Gap Of Culture: Brands & Organizations Versus Culture & Society

2. The Gap Of Context: Big Idea Versus Creative Execution & Brand Experience

3. The Gap Of Trust: Brand Image, Values & Ideals Versus Actions & Corporate Behaviors

The Purpose Of Brand Purpose

4. The Gap Of Social Impact: Role & Identity Versus Message & Tonality

Helping Brands Bridge Their Gap Of Meaning

1. What is meaningful to your brand = Brand Meaning

2. What is meaningful to your customers = Social or Customer Meaning

3. What is meaningful in the current context of culture = Cultural Meaning

Founder & CEO Meaning.Global. Social scientist, writer, strategist and semiotician exploring the nature of consciousness, cognition, social and cultural change.

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