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MY MISSION OF 2017

Posted on 19 december, 2016

During 2017, I will dedicate my work to changing the ”World of Branding” for the sake of our planet. My aim is to alter some of the traditional laws of Branding – laws that  are seen as sacred by this billion-dollar industry.

As I see it – traditional branding assists us in destroying our planet at a heartbreaking pace. This does not need to be the case. Branding does not need to be an accelearator of the problem – it can be a part of the solution.

Do not imagine that I am talking only about reducing consumerism. What I am aiming for is a mindshift that is both wide and profoundly deep. I believe that a new kind of branding can help humanity to redefine the frames that she refers to as reality.

WHAT DO I MEAN BY ALL OF THIS?

My thesis is: Branding is a powerful force that influences our world view not only with WHAT it talks about, but HOW it talks. And, needless to say, through what it does NOT mention. Since I believe that the ”Three Divides” are an accurate way to describe the root of our global problems, it seems obvious to me that branding can be a way to bridge those divides. Branding has the potential of giving us a feeling of being connected again. And that feeling can change everything…