The Persntge Philosophy

Our conversation on brand building and branding is ingrained in the belief that a good brand must tell us something valuable about the human predicament. It must tell us that products are people’s attempts to construct meaning in the face of the relentless pain and injustice of life and that the consumer journey has the ability to assuage human pain and can be used to find ultimate meaning during the course of human struggle.

We believe that the process of brand building can be a process that tells us something profoundly true about our humanity. It could tell us about the intensity and richness in which people live their lives, about how they cope with their mortality and creatively endure the suffering that their humanness is heir to.

Take for example, when Nike says that the athletic journey is similar to the hero’s journey, that a normal person from humble origins can attain their victory after facing a great and much stronger and powerful adversary, and equate that stronger and powerful adversary to one’s own laziness and doubt, that if one has a body then one can be an athlete, Nike is essentially championing the notion that we are our own worst enemy. These aren’t primarily understood as factual notions. These are notions that are designed to help people negotiate the obscure regions of the psyche, which are difficult to access but which profoundly influence our thought and behavior. They tell us about people’s ability to enter the warren of their own minds and fight their personal demons. They tell us about the more elusive, puzzling and tragic aspects of our humanity that lie outside the prism of logic, rationality and consciousness.

In entrepreneurship, to champion this perspective on brand building and branding is to indirectly champion the notion of the impact, purpose-driven entrepreneur and purpose-led entrepreneurial business. It is to advocate for sustainable entrepreneurial development and entrepreneurship. What we learn from history and the study of successful entrepreneurial businesses is that at the heart and the success of these iconic entrepreneurial businesses is the love and discernment for great customer experience which is birthed by purposeful, visionary and inspiriting brand building strategies, that are deliberately designed to provide authentic difference.

The success of brands do not just tell us about the human predicament but they also tell us of the ultimate human experience. They tell us of the journeys that people take to lessen their pain. That through brands, in products and services, people are looking for an ultimate reality. A reality that helps them find value in their lives and represents their lives in a better and elevated realm where their emotions are honeyed.

Good brands are people’s truest ideas about themselves.