Brand/Consumer Convergence

There is a remarkable artist called Liu Bolin (a.k.a. The Invisible Man Artist).  I saw a photograph where he had literally painted himself into a store shelf set.  You really need to look at these incredible pictures. It made me think that “Wow… this visually expresses what some of our more enlightened clients are trying to achieve every day!”

Often in research, we are trying to understand the brand’s personality. What are the emotional dimensions of the brand? How does the consumer identify with it? What experiences, imagery and associations strengthen a brand relationship?  The thought that Mr. Bolin sparked was that, ultimately, the most compelling brand attainment is to achieve convergence with a critical mass of your consumers.  Metaphorically making them one with the brand.

 Photo Credit: All Rights Reserved by Liu Bolin