Organised by Graphic Elisava, the conference Blanding, The Branding Paradox by Thierry Brunfaut, to be held on Wednesday 8 June, will focus on brands and branding.
Brands are like people. Some are understated. Some are loud. Some are funny. Some communicate exclusively by exclaiming! Some have terrible grammar.
As with people, brands aren’t created in a vacuum; they’re products of the world around them. Formed in relief around the strengths and weaknesses of the competition, a brand is as much about what it isn’t as what it is. The point is differentiation; by definition, that’s what branding is. Which is precisely why he’s so baffled by the current epidemic of what he calls blanding—branding designed not to stand out at all, but to blend in. With results that are, in a word, bland.