I highly recommend the book Making Meaning by Diller, Shedroff & Rhea (2006). The material is well researched and built from significant insight and a good deal of hard data. The core question of the book is what meaning is being produced through interaction with a brand.

From this perspective, the production of meaning can be understood as a key or even primary goal of the brand interaction.

Of course meanings can be significantly culturally-bound. However, they identify a number of meanings which appear to be cross-cultural. Not meant to be an exhausting list, it is nonetheless interesting.

• Accomplishment
• Beauty
• Creation
• Community
• Enlightenment
• Freedom
• Harmony
• Justice
• Oneness
• Redemption
• Security
• Truth
• Validation
• Wonder

Which one of these meanings could be considered vitally important and even understood as the primary goal of your brand?

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