Pepsi or Coke? Mac or PC? Possibly two of the most defining and enduring brand lifestyle choices faced by consumers during last century – but so what? How does whether I drink one soft-drink over another (or indeed, none at all) come to define what kind of person I am? Just in the same way that whether I’m an Atheist or Christian, liberal or conservative, short or tall, black or white might.

Branding is everywhere and inherent in everything – No matter how directly or indirectly, consciously or unconsciously, voluntarily or involuntarily it’s being done, everything is communicating things about themselves to everything else. And at its highest level, realising and manipulating these inherent characteristics of ‘things’ to social, political and commercial ends, is the purest form of branding.

And you thought it didn’t matter?

Over the next few months, in three parts, I will be exploring the notion of branding as a conceptual ‘theory of everything’ and why it is so important to all of us. Along the way I will be inviting you to share your own thoughts on what branding means to you and how significant a role you think it will play in the future.

Part 1 – The Chicken or the Egg? defines a fresh ‘everything’ view of branding; what was branding then? What is branding now? How can it really be ‘everything’? And which came first? The client or the customer?

Part 2 – Pay no attention to the Man Behind the Curtain explores the evolution of branding throughout the 20th century; how branding has changed the world over the last 100 years and who has been ‘pulling the strings’ behind some of the most successful and influential brands.

Part 3 – Branding is dead projects further into the 21st century and to the challenges faced by contemporary brands in the ‘Digital Age’ and beyond; the rising tide of ‘Brand Cynicism’, the impending darkness of ‘Brand Blindness’ and the inevitable horror of ‘Brand Devaluation’.

So whether you’re a Mac or PC, remember to grab a fresh Pepsi, Coke or whatever and be sure you don’t miss out on the first part in this series – coming as soon as I’ve written it.