“I am not a thing—a noun. I seem to be a verb, an evolutionary process—an integral function of the universe.”
– Buckminster Fuller
Many brands feel like nouns.
They are simply static “things” that are devoid of feeling and meaning.
But then there are brands that are clearly verbs.
They are about action, moving forward and changing the status quo.
They help people create meaning through their engaging and generous actions and behavior.
They are evolutionary processes that help people advance, achieve more and find greater satisfaction.
As such, they become an “integral function” of the universe occupied by their customers, employees, partners, investors and so on.
Change the form of your brand.
Move from being a static noun to being a vibrant, engaging, moving and influential verb.