Quantum CMG | creative media group

An energized brand exists in a positive or negative state

In my last article, I shared the 6 worldviews of branding based on furthering brands through the propitiation of enjoyment, economy, emotion, function, progress, or community. While these remain a larger worldview, they do not exist by themselves, but rather, like a wooden wheel with many different spokes, they coexist together in harmony, pulling a healthy tension between the values and propelling the brand.

Now that we understand the purpose of why we advance the dissemination of brands through these values, its important to understand how a brand exists; we first have our worldview, then we have our “world.”

In this article, we’re going to look at the quantum theory of brands. Simply stated, the quantum theory says you’re defined by the amount of energy you have; change can’t occur unless it comes from one of two places- inside or outside.

Change from inside, would be natural, showing that you have a surplus of positive energy. If you had an energy deficiency, you’d be attempting to steal energy from other sources. Apply this theory to brands, and you’d be attempting to steal energy from other brands – doing what they do, being like them, taking their thunder and appeal and attempting to use it for you own.

What’s interesting about this theory is that it acknowledged a few “givens” while advancing our understanding of how brands work, exist, coexist, and advance. Let’s examine a few of the givens and platforms of the quantum theory.

1.) Brands Exist – The quantum theory doesn’t argue about the origin of atoms, or in our case, brands. In fact, it focuses on what the brand is doing – existing in a state of energy, capable or incapable of change.

2.) Brands are Positive or Negative, There is No Middle – When considering the periodic table of elements, there are none that have zero energy. They are positive or negative. Likewise, our philosophy of branding is that your brand exists in a state of positive energy or negative energy.

3.) Change Occurs – It is important to know that change occurs, whether we intend for it to or not. In the world of branding, change can be planned and anticipated, but can still feel contrived, forced or lacking of the correct exchange.

As we move forward, we reflect on the premise that branding needs to occur in the real world, not a vacuum, in an ecosystem of enjoyment, economy, emotion, function, progress, or community. We’ve also developed the understanding that brands exist in a positive or negative state prone to change.

In our next article, we’ll engage the ideals for our “energized brand.” Stay tuned.