Updated: Jan 16
Brands are talked about as something very important in the market, these are company brands and personal brands. The word brand itself is translated today simply as "trademark". But if we translate into other languages the combination "branding reproach" in the context, it looks like a "stigmatizing rebuke" or “reprove”. A brand is actually an earmark that was put, for example, on wild horses, making it clear that they are no longer wild, but property and goods. Thus, everything that ceases to be "natural", "Gift of God" and becomes a "commodity" in the human market, receives a brand mark, as a seal of belonging and human property.
How are brands born, and to whom are they important? In natural human speech, one can find several types of descriptions of things. Firstly, these are spontaneous sincere descriptions, they are called insight, introspection, sometimes reflections. In any case, it is an intuitive flow of feelings, captured in words for the first time, allowing you to become aware of these feelings.
There is much more to the intuitive flow than words can usually grasp. The famous American hypnotherapist Milton Erickson went through a difficult personal and professional path to improve his reflection of intuitive feelings. Milton Erickson was paralyzed as a result of an illness in his teens, and he was able to get himself on his feet by developing the power of experiencing the inner feelings that revitalize the body.
Very few people manage to explore the power of intuition alone. This requires the courage to enter the zone of mystical experiences and without panic and emotional confusion to give names to everything that will happen in the mystical land. And it is possible to "tame the dragon" only when the "verbal bridle" is found accurately and correctly.
Few dare the prospect of looking "crazy" until a keyword or description is found. Therefore, people with symbolic thinking, which is typical, for example, of the ancient biblical people, in our time have adopted the practice of brainstorming, in which it is forbidden to criticize, and it is allowed to pronounce any insights aloud in the manner "never mind delirium as long as it is creative", while someone aside, a specially trained person, captures all the significant ideas that will be expressed.
Intuition, as well as love and talent, does not tolerate even a hint of violence. This is justified in the Bible and clearly recorded in the New Testament. It would seem that all Christians should know and understand this and follow it in their life and professional practice. In fact, rational people of all levels, including the "head of the family", are rude, because they name names, analyzing.
If rational people do not develop their intellect and clarify concepts, they pass unjust judgments. Men, on the basis of false concepts, use violence against the carriers of intuition in the family - women and children. Bosses at work abuse their position in the same way.
From here you can see the source of several branding problems. A brand is a chop and a burn or a stigma. The path from insight to stigma is much more dramatic and complex than even the most experienced people might think. Insight expressed as “dare to consider delirium” can be naturally and peacefully experienced by sincere intuitive researchers and inventors. And perhaps this is accurately reflected in the fact that the prefix "in" is present in the words of this category in different languages of the world. Of course, after all, insight, introversion, intuition, introspection, investigation - these are internal feelings that slipped out and were captured by verbal formulas.
Original verbal formulas can be absolutely unbearable for rational people, who tend to put everything in a "right" order. What is the "order"? The order they themselves see as order. And this order is connected with the external world, not with internal feelings. Therefore, they are rude and use violence, putting things in "order" that kills sincerity.
The outwardly accepted order of thought becomes a cliché and a stereotype, a symbol and a swastika, an emblem and a coat of arms, a banner and an order, because this is the only way to scale insight, making it understandable to society.
So, the rational type of intelligence is the “father”, giving a verbal name to what the “mother”-intuition gave birth to in the feelings. And as soon as this happens, bad "fathers" try to tear the "child" away from the mother, putting her in nothing, attributing only to themselves the rights to the "child", because it was they who gave the name. Basically, it's theft. Any "father" who demonstrates arrogance and possessiveness in relation to the "fruition" of mother-intuition is a thief and an impostor. Not because he is self-proclaimed, but because he appropriated for himself what did not belong to him by nature. And you can remember from history that the stigma was not only on the product, but also on the thief and other criminals, so that they could not hide their attempt to appropriate someone else's property by using violence.
The rational type of intelligence becomes the "father", giving a name, putting a seal and signature, certifying documents. But as you understand, the brand does not belong to the "father", and the brand most often does not satisfy "father" and even irritates him. Take any company brand. Where could you see that a top manager was ever satisfied with his brand? Entire teams, consisting of a wide variety of specialists, work there to at least get closer to the image that will not annoy the boss. Such fathers in family are also dissatisfied with children. Why does it happen?
This happens when the boss steals ideas associated with intuition, ethics, talent, love of the people he uses, but does not recognize this. He humiliates them, attributing to himself the superfluous, money and power, for example. He gets something much more than what lies within his competence, he cannot fully control, and this annoys him. So, irritable boss? Irritation comes from the theft done. Use reflection to deal with this.
It is paradoxical that a brand stolen by a rational boss from an intuitive team of creative people is not needed and is not interesting to this same boss. Why? Because the rational intellect only analyzes, checking against various standards of criteria. It's his job. And this checking operation itself, which is constantly performed, cannot in any way lead to satisfaction. There will always be "something better". And the brand is really needed by emotionally practical people who become good sellers. They give the product a try and praise it to everyone and anyone, and lay it out beautifully on stands and shop windows.
A good seller does not sell what he or she has produced themselves, that would be too energy-intensive. A good salesperson sells what was born and named by other people - intuitive and rational. An effective sales person is like an octopus that wraps around the shop visitor, affectionately intoxicates them with flattery toxins, and when the victim is completely relaxed, they inject a killer invoice as a bill. Good sales people need a brand, but they don't care what the name is or what the insight is, they'll sell anything.
So, emotional-practical intelligence uses other people's insights and names. It is good if the seller does not impair intuitive and rational investments, but fairly rewards their efforts by giving back. Otherwise, it's theft again. And stealing is killing the creative energy that lies behind brand building.
Selling brand names can look sluggish if the story isn't told about the brand. To write a story, you need to organize a chain of events in the past, present and future. Without a story, a brand is worthless. Stories are told by ethical intelligence. Establishing any and all possible connections between all participants in the process of presenting a brand on the market is the task of ethical intelligence. It doesn't matter if it's in a café, in a magazine, on social media, on stage, in a movie. It is important to set the boundaries of roles. The very words that intuitive insights were wrapped in at the very beginning should now be revealed in articles, scripts, novels, essays, stories and comments, videos and photos. If there are distortions of the original idea, this is again theft.
So, the history of the brand is very complex and dramatic. Sometimes the stigma of an idea kills the idea itself though trying to get paid for it. At every stage of human communication, the brand idea is exposed to the deadly danger of distortion and theft, exaggeration and humiliation, addiction and hatred, envy and lies. Everyone who participated in branding can become accomplices. Therefore, when you see a branch of a flowering tree or a painting by a street artist, you often do not want it to become a commodity, receiving the stigma of a brand, whether corporate or personal.