Arguably the best thought I have read in a long time. It's in John Grant's excellent new book The Brand Innovation Manifesto which I've just started reading. I haven't got on to his master typology of brand ideas, but the first section which reviews the history of brand thinking, uncovers its flaws and suggests a new definition of the brand and a new approach to communications is provocative and engrossing.
In particular, John argues that we need to replace the onion as the way of thinking about the brand with the metaphor of the molecule. The concept that a brand is built of successive and connected ideas.
More to come. It's not up yet, but John is building a site that will capture the typology of ideas in the book.
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