This blog is focused on the concept of emergence and its implications in the field of aesthetics, and the practice of branding in particular.
From Wikipedia:
“An emergent behaviour or emergent property can appear when a number of simple entities (agents) operate in an environment, forming more complex behaviours as a collective. If emergence happens over disparate size scales, then the reason is usually a causal relation across different scales. In other words there is often a form of top-down feedback in systems with emergent properties. These are two of the major reasons why emergent behaviour occurs: intricate causal relations across different scales and feedback. The property itself is often unpredictable and unprecedented, and may represent a new level of the system’s evolution. The complex behaviour or properties are not a property of any single such entity, nor can they easily be predicted or deduced from behaviour in the lower-level entities: they are irreducible. No physical property of an individual molecule of air would lead one to think that a large collection of them will transmit sound. The shape and behaviour of a flock of birds or shoal of fish are also good examples.”
“A brand is a customer experience represented by a collection of images and ideas; often, it refers to a symbol such as a name, logo, slogan, and design scheme. Brand recognition and other reactions are created by the accumulation of experiences with the specific product or service, both directly relating to its use, and through the influence of advertising, design, and media commentary. A brand is a symbolic embodiment of all the information connected to a company, product or service. A brand serves to create associations and expectations among products made by a producer.”
Do these two descriptions sound familiar?
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