Culture & Branding: The philosophical dance between Chaos and Order
Quynh Nguyen- Mar 16
- 3 min read
In the ebbs and flow of existence, where the universe pulsates in its infinite complexity, Carl Jung encountered a profound insight “In all chaos, there is a cosmo, in all disorder, there is a secret order”. This thought not only offers the glimpse into the delicate equilibrium between the apparent disorder and the underlying harmony of the universe, but also the deep relationship between branding and culture.
Culture is a cosmo. Conflicting things coexist in culture. Ideologies, traditions, desires. One doesn’t have to be wrong for the other to be right. Culture shows us that there is no singular truth that dominates all others. These contradictions and variations exist side by side, often complementing each other in unexpected ways, and fuel the dynamism of culture itself. If we try to pin down the flow of culture in rigid boxes, it becomes such stereotypes that strip away the nuance and the fluidity of real human experiences.
This fertile soil of culture nurtures the growth of branding. Brands emerge as a response to these cultural conflicts by shaping a structured identity for individuals, groups, and businesses. It cleverly harnesses the nuclear power of culture to drive impulsive desire and immediate demand.
In this opposing landscape, brands take the side of culture that benefit its business. They are not only trying to stay relevant but stay rooted to the larger cultural fabric.
Brands reflect the current of human consciousness. They act as time capsules, preserving the spirit of the times and the cultural essence over decades, or even centuries. Yet, at the same time, they serve as the silent driving forces which shape the changing trajectories of culture and society. Brands not only mirror culture but also actively participate in redefining those very cultural ideals.
Chaos and order are complementary forces that give rise to each other. Order emerges from chaos, and chaos arises when the system of order become too constrained. This duality is exactly the beautiful dance between chaos and order. Culture itself is a product of this balance—chaotic and unpredictable, yet structured and familiar. Branding, in this sense, must exist within the same dance.
The rebirth of Fujifilm by rewriting its brand narrative
For decades, Fujifilm was at the forefront of the analog photography market, a name once synonymous with photography. The brand's success was built on its high-quality film products and its dominance in the photographic industry. However, in the late 1990s and early 2000s, the digital revolution began to disrupt the photography world. Digital cameras and editing tools started to replace traditional film, changing the way people took and shared photos. This shift wasn’t just a technological one; it was a cultural shift. This was chaos to the structured and traditional world of film photography.
At first, Fujifilm’s initial response to this chaos was a hesitation to fully embrace the disruptive forces of digital photography, but soon after, they realized the need to embrace the change. In the early 2000s, Fujifilm made a decisive pivot, stepping away from its heavy reliance on film and embracing the digital revolution. Fujifilm began to create mirrorless cameras and other high-quality digital products. Combining the best of traditional photographic craftsmanship with cutting-edge digital technology, the created a market of their own and turning themselves into a technology company, while witnessing its undisputed competitor Kodak lost their momentum.
What’s even more interesting is that, their sales continue to rise despite the overall decline in digital camera sales in recent years due to the advance of phone camera.
Building a brand that lasts is to build one that becomes a culture itself - one that is powerful enough to embrace both chaos and order in its element.
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