ABSTRACT
This chapter opens with a discussion on branding as inseparable from trade, which is an inherently human-social activity. Historical examples are provided, leading to questions on the future of branding. A distinction is drawn between “branding specialist” and “branding generalist”. An overview on the modern history of branding and marketing is supplied, leading to an exposition of the psychological theories of Abraham Maslow concerning motivation. Jacob Benbunan, CEO of Saffron contends that the activity of branding has evolved dramatically over the last 10 years, in the sense that market-sophistication now requires holistic branding. Diffusion of social media has turned companies from “black boxes” to “glass boxes”. The work of Daniel Kahneman is discussed as valuable to branding practitioners, owing to the insight into two systems of thought. Concluding remarks emphasise that the modern concept of brand, as contrasted to historical examples, now explicates such value-laden concepts as “mission”, “purpose” and “promise”.
