Download PDF by Thom Braun: Philosophy of Branding: Great Philosophers Think Brands

By Thom Braun

ISBN-10: 0749441933

ISBN-13: 9780749441937

A wholly unique and creative slant on model administration.

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Or take the Walkman. The Material Cause is that it is portable hi-fi. The Efficient Cause is that it comes from Sony. The Formal Cause is how it looks: we all know what a Walkman looks like. And the Final Cause would be ‘state-of-the-art music on the move’ – or words to that effect. In these examples, I’ve added some subjective ‘values’ into the Final Cause – but, in some respects, this is an indulgence. The fact is that the approach works just as well with a more utilitarian or functional proposition.

Let’s first trace the key elements in Aristotle’s thinking overall. Aristotle was very clear in saying that we lose the plot if we allow ourselves to start talking about an intangible world that lies beyond our personal experience. Only nonsense, he claimed, will be produced by basing a world view on something that we cannot know with any certainty. Quite sensible, you may say. And Aristotle was, in several senses, a very sensible man. ) A ‘scientific’ approach This point, however, about what can be known Aristotle – and the importance of structure 49 establishes a fundamental difference with Plato.

The bank that decides it’s going to be Sexy, Fast, & Customer-Focused. Needless to say, these exercises don’t get you very far. They stir up a lot of hot-air and sometimes excitement on the day, but they very rarely help build your brand. Socrates’ workshops were quite different. Socrates fully accepted that values like Quality, Integrity, Value, and so on, all had to be a part of most brands. What was important, however, was not to dismiss them 32 All Greek to me therefore as generic – but rather to probe to a deeper level of understanding.

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Philosophy of Branding: Great Philosophers Think Brands by Thom Braun

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