Relevance of Ornament in Marketing and Brand Management and its Impact on Project Success in the Digital Age

Abstract

Project success and quality are essential areas of discussion in the construction industry, which are a bit difficult to approach due to certain aspects that are unmeasurable and subjective. This paper attempts to find connections between such areas and the subjects of marketing and brand management. This paper discusses the inherent human nature that sparks curiosity when perceiving any art and craft related objectsthat results in an instant seeking of the underlying meaning and interpretation. The literature search found that these underlying meanings, interpretations, and narratives can only be communicated effectively in a non-numerical non-linguistic formthat is created in a customer's mind and might be influenced by ornaments with their rich meanings, multiple narratives, and embedded history. Special attention has been given to the inherent natural pattern scanning, “making and matching” or “pattern-seeking" disposition of the human mind, which has been hardwired into us since the dawn of humanity.