Think Brand First, Moving Forward - Areas Of Focus

Volume I of my collected blog posts (July 2007 - April 2013) is available at the Internet Archive as a free download. It's available under Creative Commons so feel free to peruse and share, with attribution please.

Going forward (Volume II), I want to make clear my intention in writing about branding. Following are the basic areas of interest:
  • How branding works - essentially the principles or dynamics of branding
  • How branding creates economic value - the economic aspects of brand equity
  • How branding affects us psychologically - impact on consciousness as individuals, consumers, workers
  • How branding affects or could affect the work site - opportunities gained or missed, the interplay with organizational dynamics
  • Analysis of decisions that companies and other organizations make about their brands -- good, bad, or indifferent
  • Predictions about where brands are going, connecting with with social trends
  • The impact of communication technologies and trends on branding, particularly social media and transparency
  • The inherent contradictions and paradoxes that crop up with all of the above
  • Looking broadly, the big-picture connections between the topics above.
Should be an interesting journey. 


Dr. Dannielle Blumenthal is an author, independent brand researcher, and adjunct marketing professor with 20 years of varied experience. An avid researcher and prolific, creative writer, Dr. Blumenthal's interests span communication, marketing, qualitative media content analysis, political rhetoric, propaganda, leadership, management, organizational development, and more. An engaged citizen, she has for several years worked to raise awareness around child sex trafficking and the dangers of corruption at @drdannielle on Twitter. You can find her articles at Medium, and, and she frequently answers questions on Quora. All opinions are Dr. Blumenthal's own.