BELIEF | ALIGNMENT
Branding is the process of creating advantageous perceptions—determining what perceptions, if created, will produce a desired result and then behaving in a manner that will create them. A brand position is nothing more than an articulation of the belief system that guides and aligns behavior.
“The soul and meaning of thought…can never be made to direct itself toward anything but the production of belief…when our thought about an object has found its rest in belief, then our action on the subject can firmly and safely begin. Beliefs, in short, are really rules for action, and the whole function of thinking is but one step in the production of habits of action.”
Williams James paraphrasing Charles S. Peirce, August 26, 1898