Editor-in-Chief, the Asia Design Prize

We revisit Carl von Clausewitz’s “On War” today for one simple reason: the market has become a battlefield. Yet this battlefield no longer operates on price or quality alone. It is now a psychological zone where brand purpose clashes with consumer emotion, where beliefs intersect, and where identities are tested. Marketing of the past was a tool for selling. Branding today is a philosophy that proves a reason to exist. When Clausewitz wrote, “War is merely the continuation of policy by other means,” he saw every purposeful human act as inherently political. If war is the extension of politics, then branding is the extension of identity, an identity that plays out within the public arena of the market. A brand does not merely sell products. It persuades, asserts a worldview, and asks for allegiance. Every branding act becomes a political gesture, and the consumer becomes a voter, either affirming or resisting. In this light, “On War” becomes more than a military manual. It becomes a strategic framework for how brands can navigate an age of meaning.

Clausewitz defined the essence of war as “an act to compel our opponent to fulfill our will.” The same logic applies to branding. The true opponent in today’s market is not the competition. It is consumer indifference. People do not simply buy products. They choose belief systems they emotionally align with. This means branding is not a battle of function but of feeling. When a brand plants its flag in the mind of the consumer, it is not just making a sale. It is claiming a place in that person’s inner worldview. This is why “On War” speaks so powerfully to branding today. Just as war requires clear objectives and solid strategies, so does branding. A brand must ask, “Whose mind are we trying to enter?” and “How will we deliver our belief with clarity?” Without purpose, design becomes hollow. Without strategy, creativity fades. Beautiful logos and stylish campaigns are not enough to survive the battlefield.

In this sense, the world of local branding is the most vivid theater of war. Local brands fight daily battles against limited budgets, low visibility, and small teams. Clausewitz called this reality “friction.” No matter how perfect a strategy seems, it will encounter obstacles and resistance in practice. Local branding faces this constantly. Administrative red tape, limited funds, and even aesthetic disagreements with factory owners slow down progress. But friction is not failure. It is the force that shapes and strengthens resolve. A local brand that continues forward despite these constraints often becomes a cultural and symbolic representative of its region. Clausewitz also spoke of “the fog of war,” where decision making is clouded by chaos and uncertainty. Local branding moves through similar fog. Consumer emotions shift rapidly. Social moods change. Trends swing unpredictably. But brands with strong internal compass and philosophy can keep moving through the haze. They do not panic. They persist. That is the power of conviction.

Another core concept from Clausewitz is chance. He describes war as a blend of luck, uncertainty, and improvisation. Branding, too, is often shaped by unpredictable moments. A single social media post, an unexpected customer review, or a surprising collaboration can elevate a brand overnight. But these are not just accidents. They are opportunities that arise from years of groundwork. For local brands especially, chance is a crucial factor. They may not have large systems or big data, but they have agility, responsiveness, and emotional intelligence. This flexibility is their strategic weapon. To harness it fully, trust must be built between designers and the local business owners they work with. Only with mutual belief can quick decisions and instinctive moves lead to real impact.

We read “On War” again today because branding has shifted from the act of selling things to the act of sharing identities. Marketing sold products. Branding now sells worldviews. Consumers do not just own goods. They join the stories brands tell. In this context, Clausewitz’s language becomes unexpectedly relevant. “War is the realm of human emotion” reminds us that brands must exist within feeling. “War is the continuation of politics” means that brands have a civic and social role to play. “The aim of war is to disarm the enemy’s will” becomes a branding strategy: overcome consumer indifference and win hearts.

In the end, local branding is a form of war, but not one of destruction. It is a war of creation. It rebuilds regional stories, revives forgotten values, and constructs identity through strategy and struggle. As Clausewitz said, “War is simply a means. It does not define the goal.” Branding is the same. Design is a method. Meaning is the mission. In today’s unpredictable market, we must raise meaningful flags, build thoughtful philosophies, and learn how to navigate through uncertainty. This is why “On War” is more than a book. It is a guide for those who brand with vision.