Mask as metaphor

This write up was inspired by a paper I came across entitled “Brand as Mask”. Written by Nikhilesh Dholakia and Detlev Zwick, their idea examined the nature of the brand as an interface; as a symbol through which consumers may interact with the product. Tracing the evolution of branding from its place as testimonial of the quality of manufacturing, distribution etc of the product and service, they followed it down to what it has now come to represent – itself.

The increasing power of global corporations and the need to maximize profit have led to practices that certain consumers might consider to be less than honourable. From the cheap labour procured through outsourcing partners in third world countries to the environmental consequences of their work habits, the practices of these organizations have under closer scrutiny. Thus the birth of a new kind of production. This does not take place in factories in India or the rungs of a service company but in the creative enclaves of advertising agencies and brand consultancies. Naturally, this leads to the creation of another “product”, a carefully crafted message and philosophy which interestingly might bear no resemblance to the physical product or service. Here is what I think of as equivalent to a bi personality disorder.

Perhaps, this dissonance may come to some form of convergence now that the message becomes the product itself. In other words, the brand is the product. Thus we return to the era where it all began, when the brand was the product but not without our experience with creating that unique brand “philosophy”.

Take the green strategy prevalent in the western world. It reveals a symptom of this conflict and an attempt at resolving it. The increasing support among consumers for environmental causes has caused a rethink in the board rooms. Thus corporations are not just voicing their support for environmentalism but showing this in the creation process of their product (e.g. use of environmentally safe chemicals) and even the product itself (e.g. Electric cars).

May be what is needed is the brand as a mask with a clear patina which guides our perception of the truth. The brand becomes the image of the corporation – an icon. Where this return to the core of branding allows for honest appreciation and a more complete brand experience for the consumer.