What is the Meaning of your Brand?

I highly recommend the book Making Meaning by Diller, Shedroff & Rhea (2006). The material is well researched and built from significant insight and a good deal of hard data. The core question of the book is what meaning is being produced through interaction with a brand.

From this perspective, the production of meaning can be understood as a key or even primary goal of the brand interaction.

Of course meanings can be significantly culturally-bound. However, they identify a number of meanings which appear to be cross-cultural. Not meant to be an exhausting list, it is nonetheless interesting.

  • Accomplishment
  • Beauty
  • Creation
  • Community
  • Enlightenment
  • Freedom
  • Harmony
  • Justice
  • Oneness
  • Redemption
  • Security
  • Truth
  • Validation
  • Wonder

Which one of these meanings could be considered vitally important and even understood as the primary goal of your brand?