The Shape of Communications

The communications industry has an explicit ability to demonstrate how the power of language signifies and constructs the world around us. In this sense, the communications industry is not one that merely reflects on a material reality but, more powerfully and necessarily, constructs a reality. Specifically, communication is a unique weapon in both defining and creating a relationship between a consumer and a brand, product, service or cause.

Brands shape the world around us. They create expectation and fulfilment of the material reality of your product or service. From McDonald's burgers to Kellogg's cornflakes, from Sony stereos right down to the reputation of your local restaurant, there is a brand image at work, a simulacrum, that governs your relationship with what you consume on a day to day basis. Not only do these reputations create demand, they actively distort the way we experience the products or services, both positively and negatively.