The Age of Meaning: Break Through the Commodity Barrier

commodity barrier

Moving Your Brand Into the Age of Meaning: It’s Not a Trend, It’s Survival

The Age of Meaning has significant impact on business visions, brand management, and marketing execution.

In today’s fast-changing and competitive marketplace, it is hard to maintain a distinct and meaningful difference in the hearts and minds of people.

It seems that as soon as you make a product improvement or change your service offering, your competitors are there either matching you or upping you one.

There is another playing field available for your brand; one that most brands are blind to.

It’s the field of meaning.

A brand creates meaning by bridging the gap between what the brand can do for people – and what people feel they need today.

In the past, this was a relatively short and easy gap to bridge.

Brands offered new, interesting and unique options.

People wanted stuff.

Now many brands look a lot like the others.

At the same time, more and more people are tired of simply consuming stuff, and are looking for brands that can help them realize their values, needs, interests and aspirations.

They are seeking out brands that can help them find their rightful place in the world.

We help our clients bridge this gap and find a far more meaningful position for their brands.

Download one of our top white papers The Age of Meaning and learn more about

  • The implications of the journey to the Age of Meaning
  • How The Age of Meaning differs from The Age of Opulence and how to embrace this shift and make a meaningful transition
  • What The Age of Meaning implies for the future

Emotive Brand is a San Francisco branding agency.

Cartoon by Hugh McLeod.

Comments (3)

  1. Your post is right on the money! To extend the concept I would suggest companies also think of helping customers have better outcomes. This could come from helping them see new sources of value but sometimes they need a nudge. The challenge in making things meaningful often starts by getting people out of a mindless state and motivated to become engaged enough to see new and potential value or meaning.Good stuff.John I. Todor,

  2. Wonderful post. This reminds me of the saying, “in order to be interesting, you need to be interested.” For companies to build their brand around something meaningful, they first need to actually be interested in being meaningful in what they do – whether that is aimed at customers, employees, or the world at large…and being meaningful to shareholders doesn’t seem to be enough anymore.

  3. Thanks Ruth and John! We always appreciate conversation around our thinking! ts amazing the kind of meaningful work you can do for our clients when you have the right leaders who believe what we believe! Keep the comments coming!

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