A brand is the language of a product, service, or company: clear, individualized, intuitive, simple, and readable. Its characteristic is discursiveness, and its goal: value creation.
From the encounter of the brand and interpretation arises the hermeneutics of dialogue.
A brand is a field of human freedom.
Simply: Recognizable is what is repeatable.
Without the imagination of a sign, there is no interest or commentary. Signs must be visible and readable.
The creation of a brand begins with style and not with ideas. To prevent a brand from being boring, it is enough to be a true amateur. The triumph of commonplaces is the defeat of a brand.
A brand encompasses all sign systems. Signs must be visible and readable. Without the imagination of a sign, there is no interest or commentary. The coincidence of the order of things and the order of thoughts creates a brand.
Every sign represents an apophantic risk. Laws related to signs are important. A brand must also pay attention to intuitive views. Patiently and carefully.
There must be a connection between what we say and the surrounding world. A brand can be interesting and boring. It is valuable if it does not betray life.
