A TRUE HARMONY BETWEEN EMOTION AND REASON
AN ARTICLE BY CLAUDIO RIBEIRO KRAUSE,
CO-FOUNDER AND HEAD OF STRATEGY OF FIRE CAN BURN GmbH.
The principle of synchronicity was introduced by Swiss psychiatrist and analyst Carl Gustav Jung in the 1920s, but he could only make a full statement about the topic in 1951 at a conference in Eranos, and in 1952 he published the article "Synchronicity - an acausal connection principle" in a volume with a related study by the physicist (and Nobel Prize winner) Wolfgang Pauli.
In a more simplified way, Jung believed that many experiences perceived as coincidence were not only due to chance, but were rather suggesting the manifestation of parallel events or circumstances that reflected a certain governing dynamic.
Here he considers the response of these experiences or tangible manifestations as coming from the collective unconscious, namely layers of subliminal memories, apparently unknown, but with the ability to shape behaviours and expressions in the real world. These memories often appear in the form of dreams, which are an allegorical projection of such memories and symbolically represent what is underneath them.
When we see a logo or an image related to a certain brand, it's hard to imagine what's behind it. We may feel them unconsciously but, since it's an unconscious phenomenon, we have no rational understanding.
Signs, colors, types and shapes are material representations of something deeper, that's why in most cases we’re not able to make a logical parallel between them. We just feel them.
Therefore, the starting point of a brand strategy must be based on the discovery of its origin. The synchrony we seek is precisely the alignment between its natural truth and the way each brand expresses itself.
Visually, we don't know where it comes from, we don't know what it means, but in our hearts everything that we see makes sense, simply because it is co-related to an essential meaning.
It is a well-balanced dance, where all the steps are in perfect harmony.
In this work of branding, our responsibility is to play our part well, so that brands and businesses can move harmoniously in this waltz, bringing to sight their true purpose of being.
Strategy, name, identity and communication in perfect integrity.
This is what we call brand synchronicity.