“A brand is a concept, which is typically boiled down to a very, very small nugget, just like how we can text with emojis,” he says. “The concept of a brand changes per context, per contextual environment, depending on the season, the platform, the medium, how it’s being delivered, who it’s talking to at that time, and that’s where a brand is able to expand those experiences and connect emotionally by showing different sides of the brand.”
“‘Drink’ is far more general and loses the powerful frame of reference that ‘milk’ granted these beverages,” said Newman. “The brain doesn’t have a proper footing to create the meaning it needs to attach to the plant-based alternative.”
