Beyond branding: from abstraction to cubism

Purpose To point out the limitations of on over‐scientific approach to branding. Design/methodology/approach Discussion of case studies in a philosophical theoretical framework. Findings “Getting close to the customer” is a flawed concept. Rather the emphasis should be on people and the nature of relationships. Practical implications Brand managers should become unified with the customer rather than thinking they are close to the customer through the abstraction of market research. Originality/value Points out that credibility is not derived from statistical analysis alone, but through a genuine and deep understanding of the customer.