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Best New Thinking Winner 2010

Ben Mack

Brand Synergy: An Inquiry Into The Origin of Brand
By Ben Mack

Author of Poker Without Cards
www.PokerWithoutCards.com

Buckminster Fuller coined the word synergy. Fuller’s ideas have
saturated our business meetings. However, his greatest gift to
marketing generally goes without credit while his word synergy is
regularly misused.

Synergy is an abused word in business meetings. “We need more synergy
from our partners” is a variation of a phrase I have heard more than a few
times. Synergy does not mean increased productivity. Synergy means that
a system has restructured. Restructuring may increase
productivity; then again it may not. Freezing water restructures the
water molecule which is great if your goal is stability or cold but
counter productive if your goal is fluidity.

Fuller’s ideas articulated in his seminal book Synergetics created the
construct later referred to in marketing as branding: “Pattern
Integrity is when a pattern has integrity independent of the medium by
virtue of which you have received the information that it exists.” This
is applicable to advertising. If we replace the word “pattern” with the
word “brand,” we create the statement: “A brand has an
integrity independent of the medium by which you have received the
information that it exists.” A brand has an integrity independent of the
product, product name, product logo, advertisements, or any other brand
accessory.

This entry in Synergetics was written around 1964. Does anybody know of
an earlier definition that creates this intellectual topology of an idea
being separate from the specifics of its dissemination?

You can mail Ben benmackresearch(Replace this parenthesis with the @ sign)gmail.com

 

 

 


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