Research & Publications
Research & Publications
Research & Publications
Research & Publications
Research & Publications
Research & Publications
Original research examining the foundations of brand theory, emotional connection, and systematic identity-building.
Original research examining the foundations of brand theory, emotional connection, and systematic identity-building.
Original research examining the foundations of brand theory, emotional connection, and systematic identity-building.
Published Work
Published Work
Published Work
The Linguistic Collapse of "Brand": Semantic Inflation and Definitional Failure in Marketing Discourse
The Linguistic Collapse of "Brand": Semantic Inflation and Definitional Failure in Marketing Discourse
The Linguistic Collapse of "Brand": Semantic Inflation and Definitional Failure in Marketing Discourse
The term "brand" has become ubiquitous in business discourse, yet exhibits fundamental definitional incoherence. This paper provides the first systematic documentation of how "brand" has undergone semantic inflation to the point of operational uselessness, using etymological analysis, cross-linguistic comparison, and substitution testing.
The analysis reveals that "brand" can mean logo, reputation, promise, feeling, story, or experience depending on context, and therefore means nothing specific in any context. This definitional collapse prevents systematic building, academic teaching, and measurable outcomes.
This paper diagnoses the problem. Future research will explore operational alternatives.
Read on SSRN | DOI: 10.2139/ssrn.5741483
Status: Published on SSRN. Submitted for peer review.
The term "brand" has become ubiquitous in business discourse, yet exhibits fundamental definitional incoherence. This paper provides the first systematic documentation of how "brand" has undergone semantic inflation to the point of operational uselessness, using etymological analysis, cross-linguistic comparison, and substitution testing.
The analysis reveals that "brand" can mean logo, reputation, promise, feeling, story, or experience depending on context, and therefore means nothing specific in any context. This definitional collapse prevents systematic building, academic teaching, and measurable outcomes.
This paper diagnoses the problem. Future research will explore operational alternatives.
Read on SSRN | DOI: 10.2139/ssrn.5741483
Status: Published on SSRN. Submitted for peer review.
The term "brand" has become ubiquitous in business discourse, yet exhibits fundamental definitional incoherence. This paper provides the first systematic documentation of how "brand" has undergone semantic inflation to the point of operational uselessness, using etymological analysis, cross-linguistic comparison, and substitution testing.
The analysis reveals that "brand" can mean logo, reputation, promise, feeling, story, or experience depending on context, and therefore means nothing specific in any context. This definitional collapse prevents systematic building, academic teaching, and measurable outcomes.
This paper diagnoses the problem. Future research will explore operational alternatives.
Read on SSRN | DOI: 10.2139/ssrn.5741483
Status: Published on SSRN.
Submitted for peer review.
The Law of Emotional Consistency: A Unified Theory of Lasting Human Connection
The Law of Emotional Consistency: A Unified Theory of Lasting Human Connection
The Law of Emotional Consistency: A Unified Theory of Lasting Human Connection
Building on the definitional analysis above, this paper establishes the underlying principle that governs lasting emotional connection across contexts, from religion to politics to commerce. The central thesis: people don't trust what they like; they trust what they can predict emotionally.
The paper demonstrates how consistent emotional delivery creates predictable patterns that the brain interprets as safety signals, which compound into trust, transform into belief, and ultimately integrate into identity. Five testable predictions are proposed for empirical validation.
Read on SSRN | DOI: 10.2139/ssrn.5958735
Status: Published on SSRN. Submitted for peer review.
Building on the definitional analysis above, this paper establishes the underlying principle that governs lasting emotional connection across contexts, from religion to politics to commerce. The central thesis: people don't trust what they like; they trust what they can predict emotionally.
The paper demonstrates how consistent emotional delivery creates predictable patterns that the brain interprets as safety signals, which compound into trust, transform into belief, and ultimately integrate into identity. Five testable predictions are proposed for empirical validation.
Read on SSRN | DOI: 10.2139/ssrn.5958735
Status: Published on SSRN. Submitted for peer review.
Building on the definitional analysis above, this paper establishes the underlying principle that governs lasting emotional connection across contexts, from religion to politics to commerce. The central thesis: people don't trust what they like; they trust what they can predict emotionally.
The paper demonstrates how consistent emotional delivery creates predictable patterns that the brain interprets as safety signals, which compound into trust, transform into belief, and ultimately integrate into identity. Five testable predictions are proposed for empirical validation.
Read on SSRN | DOI: 10.2139/ssrn.5958735
Status: Published on SSRN.
Submitted for peer review.
Genobrand: The Applied Science of Brand
(An Integrated Framework for Engineering Lasting Emotional Connection)
Genobrand: The Applied Science of Brand (An Integrated Framework for Engineering Lasting Emotional Connection)
Genobrand: The Applied Science of Brand (An Integrated Framework for Engineering Lasting Emotional Connection)
This paper introduces Genobrand as a new operationally defined term and the applied science framework that accompanies it. The contribution is two-fold: terminological recovery and methodological integration.
The terminological recovery responds directly to the definitional collapse documented in Paper 1. Frameworks built on a definitionally collapsed term inherit that collapse. Genobrand names what "brand" has functionally tried to become across decades of theoretical expansion but has never operationally achieved.
The methodological integration consolidates eight peer-reviewed scientific principles from neuroscience, cognitive psychology, organizational psychology, and behavioral economics into a unified framework governed by the Attention Formula: (Purpose + Promise) × Proof = Lasting Emotional Connection. Four operational components instantiate the framework into specific, testable, constructable artifacts.
This paper completes the trilogy. Paper 1 diagnosed the problem. Paper 2 established the principle. This paper delivers the system.
Read on SSRN | DOI: 10.2139/ssrn.5958735
Status: Submitted on SSRN. Pending Approval
This paper introduces Genobrand as a new operationally defined term and the applied science framework that accompanies it. The contribution is two-fold: terminological recovery and methodological integration.
The terminological recovery responds directly to the definitional collapse documented in Paper 1. Frameworks built on a definitionally collapsed term inherit that collapse. Genobrand names what "brand" has functionally tried to become across decades of theoretical expansion but has never operationally achieved.
The methodological integration consolidates eight peer-reviewed scientific principles from neuroscience, cognitive psychology, organizational psychology, and behavioral economics into a unified framework governed by the Attention Formula: (Purpose + Promise) × Proof = Lasting Emotional Connection. Four operational components instantiate the framework into specific, testable, constructable artifacts.
This paper completes the trilogy. Paper 1 diagnosed the problem. Paper 2 established the principle. This paper delivers the system.
Read on SSRN | DOI: 10.2139/ssrn.5958735
Status: Submitted on SSRN. Pending Approval
Building on the definitional analysis above, this paper establishes the underlying principle that governs lasting emotional connection across contexts, from religion to politics to commerce. The central thesis: people don't trust what they like; they trust what they can predict emotionally.
The paper demonstrates how consistent emotional delivery creates predictable patterns that the brain interprets as safety signals, which compound into trust, transform into belief, and ultimately integrate into identity. Five testable predictions are proposed for empirical validation.
Read on SSRN | DOI: 10.2139/ssrn.5958735
Status: Published on SSRN.
Submitted for peer review.
Academic Profile
Academic Profile
Academic Profile
ORCID: 0009-0009-7221-6138
SSRN: Author Page
ORCID: 0009-0009-7221-6138
SSRN: Author Page
ORCID: 0009-0009-7221-6138
SSRN: Author Page