By Marie-Claude Sicard (auth.)
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A brand like Calvin Klein drew the logical conclusion from this trend and launched the perfume CK Be, which seeks to embody this trend toward assertiveness. ” And in the business world, all the techniques for personal development are based on the idea that being assertive is the first step toward a positive change in professional behavior. The consequence: if brands are seen as persons, and if the vocation of the person is to assert him or herself, then brands are also called to become intimately acquainted with and to accept their identity, and if need be, to assert it.
Once we understand its origins, it becomes easier to find a way of untangling those contradictions. 1 Until then, the word just referred to the identical character of two objects, two people, or two groups. The specialists all agree that it was after World War II that it began to designate that which is both identical and stable in a human being or a social group throughout their existence, as well as what makes them unique and different from others. Infused with this paradoxical and psychological value, the word gradually infiltrated the media, politics, and then public opinion, where it passed for a concept that it probably isn’t, for the reasons analyzed above.
Brand identity cannot be reduced to visual identity. ᭺ It cannot be likened to some kind of brand “DNA,” a pseudo-scientific analogy of little use for brand management. 31 CHAPTER 2 What’s the State of Affairs Today? Brand identity has a father—marketing—and a mother—the history of ideas. Knowing about both makes it possible to understand how this “concept” was born, how it developed, and the contradictions in which it remains tangled today. Once we understand its origins, it becomes easier to find a way of untangling those contradictions.