Dark Branding provides the solution to existential dread

In my eyes, branding ticks all the boxes for those who seek the answers to the Big 4 existential questions:

1. Identity (who am I?)

2. Purpose (why am I?)

3. Mission (what am I to do?)

4. Meaning (how will I transcend death?)

Bonus: branding also seeks to monetise the above (aka branding for business dev), for those who want to.

Most conventional branding skims over the Big 4 and leaps right to superficial assumptions. Monetising incorrect assumptions never works... or, more correctly: if it works, it only works in the short term and will never satisfy the individual who truly seeks the answers to these questions.

Dark Branding exists to find the essential answers to the Big 4. Dark Branding fundamentally looks BEYOND what is obvious, surface... and pursues what I call 'heightened depths'. Building the brand on truth, one-of-a-kind, once-in-a-time foundations.

I divide the world into people who think and care about their identity, and those who don't. In the former camp, some seek the truth about their identity simply because they want to KNOW themselves before they die. Others don't deny that's important, but they chase the truth with a pure 'optimisation' lens ("know myself so I can make something of myself").

I'm in both camps. I love to know the truth, and I can't help but optimise that truth.

Results, not just wisdom, is my catnip.