« Five alternatives to a keyboard | Main | Good marketing takes guts »

Comments

Thanks, I really like how you laid out this concept of fractal brands. I think founders of the great companies have a vision "with the end thing in mind" that was so wholly clear to them that it was effortless to remain focused and be steadily resonant. The key word is wholly. Later, if that cultural DNA isn't imparted and imprinted with this vision once the originators are gone, the company often is said to have "lost touch" with the essence of the brand.

Agreed. Great brands so often are the product of a "visionary" founder -- literally, someone who can see what the brand could and should be.

A company practicing fractal growth can grow infinitely without getting "larger". James Gleick's book Chaos describes the length of a shoreline as an example of this--a stretch of beach can be a mile long as you drive it, or maybe 10 miles long if you follow every inlet. It can be 100 miles long if you look at every grain of sand. It can be infinite if you look at the varations within every grain of sand. A company that franchises every positive aspect of its business to cover processes from accounting to marketing can keep growing in this way.

Good brands are fractal. Every interaction you have reflects the interaction you'll have with every other piece of the whole, as well as the whole itself
I think you;re spot on. Even "brand awareness" is based upon some sort of 'fractal' communication - a glance, or sound half-heard. I just wish clients would pay attention to the [details of the] product or service as part of an holistic view of the brand instead of divorcing it to the role of 'marketing'. Love your blog/writing btw.

Verify your Comment

Previewing your Comment

This is only a preview. Your comment has not yet been posted.

Working...
Your comment could not be posted. Error type:
Your comment has been saved. Comments are moderated and will not appear until approved by the author. Post another comment

The letters and numbers you entered did not match the image. Please try again.

As a final step before posting your comment, enter the letters and numbers you see in the image below. This prevents automated programs from posting comments.

Having trouble reading this image? View an alternate.

Working...

Post a comment

Comments are moderated, and will not appear until the author has approved them.

Your Information

(Name is required. Email address will not be displayed with the comment.)