SEMIOFEST is an annual marketing semiotics conference that unites scholars and practicing semioticians from all over the world. The most recent one took place on June 1-4 in Tallinn, Estonia.
The brand and no-brand discussion has a long history, but most probably the most prominent point was the publishing of the NO LOGO book by Naomi Klein where she argued that over-branding leads to negative consequences, such as the invasion of public and cultural spaces and cultural values being driven or even created by sales motives.
That was a strong point, but the irony was not lost when the NO LOGO became “a sort of logo” for the anti-brand movement and the book with its ideas created something close to a brand. So I guess, this just proved the point that branding is an inevitably natural phenomenon.
Brand stories and product stories
We tend to think of storytelling as a concept that primarily resolves around the brand. We build stories around brands, around the brand missions that we have, around consumers that those brands are tailored for. But what we forget is that our products, innovations, sku’s and upgrades also (possibly) have stories behind them or stories that resolve around them.