Brands are magic potential
They have the magical power to transform us.
decoded branding is a pure Brand Agency in Zürich, Switzerland.
Founded by the international brand expert and author of „Brand Magic“ Thomas Zerlauth.
We focus on the magical effect of brands, their transformative potential and the myths that determine their future.
the secret codes of successful brands. decoded branding zuerich

Brands are coded frames of meaning and reward
A brand gives the autopilot an intuitive meaning and gut feeling. The unconscious understandably causes us a certain discomfort – after all, it is beyond our direct control and influence. Yet it represents the far more vital part of our psychic apparatus and an equally real and essential component of individual life as the conscious, thinking world of the ego.
Brands are coded fields of consciousness that address this very unconscious and respond in the form of resonance. They send out signals (brand codes) to convey implicit meaning and reward to the consumer. All of this happens completely automatically. While some still think that a nice logo and an appealing design already make a strong brand, brand strategists think in completely different categories. A brand is neither a particular design nor the product – although it encompasses both. By its very nature, a brand is that which first sets a proper stage for these visible external representatives. It describes and condenses a subjective reality that is built around a real existing object (e.g. a product or a service). The term „subjective“ is crucial to the game.
Brands can develop a tremendous pull and we usually find it difficult to rationally explain this effect and our reaction to it.
thomas zerlauth. decoded Branding Zürich