Monday, March 23, 2009

Three Central Values Connect to Branding

Brand development offers an interesting connection to what Viktor Frankl, an Austrian neurologist and psychiatrist, named the three central values of life: the experiential, the creative and the attitudinal. Frankl defined the experiential as that which happens to us; the creative as that which we bring into existence, and the attitudinal as our response to the experiential circumstances.
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