Nikolas Contis at Siegel+Gale continues the discussion that reason and logic cannot apprehend the lyrical or poetic content of a brand name. But typically, this is exactly how brand names are evaluated—with slide rules, tape measures and calipers. We apply complex methodologies that yield technical data like top-box scores and percentages chosen.
As the philosopher Henri Bergson points out, “the intuition is a method of feeling one’s way intellectually into the inner heart of a thing to locate what is unique and inexpressible in it.”
Read the full article here http://www.siegelgale.com/blog/a-critique-of-pure-reason-part-2/