What is a Brand?
CATEGORY—Brand
Words: Natasha Maben
1 min read
His art didn't just adorn walls; it captured the collective imagination. Yet, it wasn't only his brushstrokes that left their mark on the world—it was his signature.
So the story goes, one night, in a chic Parisian restaurant, Picasso finished his meal and scribbled his name on a cheque. The owner, an astute observer of human nature, hesitated as he held the cheque in his hands. He knew this wasn't just a payment—it was a piece of Picasso. That signature, that ink, held more value uncashed than it did in the bank.
He kept it, unclaimed, turning an ordinary piece of paper into a priceless artifact.
By scribbling his signature on a cheque, Picasso knew it was likely to remain uncashed, effectively letting him pay without spending a dime! He understood something about the world that many artists and even brands miss: his name was more than just letters—it was a statement, a symbol, an idea.
His signature stood for something bigger. It was a testament to creativity, genius, and the power of perception.
Picasso had become his own brand—he found a way to turn his identity into a currency.
So, what is a brand, really?
A brand is a living narrative — part instinct, part invention — stitched through perception, memory, and desire. It’s the story you tell, the promise you keep, the quiet logic behind why people care.
Branding isn’t just design or strategy. It’s the art of coherence — of making meaning visible. Picasso once said it took him a lifetime to paint like a child. The same goes for brands: simplicity takes time. Get it right, and perception follows.
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