The discovery of the Unicist Ontology of Brand Building defined the nature of the functionality of the building of a Critical Mass, a Promise and a Prove of Credibility in the evolution of brands.
A “Brand” was defined as the materialization of the image of a living being or an unanimated entity. The brand is installed in mind as an iconic symbol that can be a name, term, design, symbol, or any other feature that identifies the entity.
Brands work when they are installed in the long term memory of an individual which produces an automated recall of attributes when the iconic symbol of the brand is perceived.
Brands are paradigmatic ambiguous semiotic signs which have two integrated meanings that need to be within their attributes. Iconic symbols are the guiding signs that drive towards the perception of the attributes of a brand.
On the one hand, a brand implies a promise of something that is going to happen, and on the other hand, it includes a “prove of credibility” that makes the promise believable.
The brand identifies the role of an entity. That is why brands are necessarily functional and their functionality is limited to the role of the entity.
The purpose of a brand is to generate a critical mass to influence people in order to install a preconceived perception in their memory. That is why brands work as catalysts or inhibitors of actions.
NOTE: The Unicist Research Institute was the pioneer in using the unicist logical approach in complexity science research and became a private global decentralized leading research organization in the field of human adaptive systems. It has an academic arm and a business arm.