Brand Meaning Review

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Brand Meaning ReviewAs an account planner with over 25 years' agency experience I have to say that this book feels like an important book on branding - maybe as important as David Aaker's book was in the late 1990s. It begins with a strong theoretical foundation, and includes all the most important classic and emerging research on branding. Batey spends a lot of time exploring the fundamental topic of human motivation and why we seek meaning. He highlights the needs and value systems that drive behavior -- he even has a cool chapter on "the meaning of things" which addresses how objects can come to be endowed with symbolic meaning in the first place.
But the book also has a very practical side - there are chapters on brand meaning in brand strategy (in fact, Batey encourages readers to think of brand management as brand meaning management)and his work on brand extensions, portfolio management and architecture is very applicable to our day-to-day situations as agency people.
I think Batey's greatest contribution to branding theory, though, comes in what he calls "implicit brand meaning" which is different from primary brand meaning - it's the meaning that taps into deep universal truths and cultural values, the meaning that transcends categories and product qualities. Batey calls it the "psychic resonance" of the brand, and includes lots of ideas on how to identify and manage implicit brand meaning.
If the book has a drawback, it comes in the density of the topic. It's chocked full of insights and thoughts. It's less skim-able than it might be, but it sure is underline-able once you get into it. You'll want to read it with pen in hand.
Brand Meaning Overview

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