Brands are not abstracts for today’s consumers. They’re real. Personal. Tactile. Malleable.
Menna Abu Zahraalıntı yaptı2 yıl önce
That’s what builds loyalty, connectedness, mindfulness. It’s also what encourages a growing resistance to many of our brand messages, as well as a willingness to modify those messages in ways they find personally meaningful.
Menna Abu Zahraalıntı yaptı2 yıl önce
we haven’t become more effective when it comes to marketing.
Menna Abu Zahraalıntı yaptı2 yıl önce
anything, we’ve become less effective
Menna Abu Zahraalıntı yaptı2 yıl önce
Brands are no longer idealized concepts to our customers. They’re part of the everyday world in which they live and work and consume.
Menna Abu Zahraalıntı yaptı2 yıl önce
worthwhile to take a less-than-rosy-hued look at our past:
Menna Abu Zahraalıntı yaptı2 yıl önce
particular, where the idea of branding originally came from and how it morphed into what it represents today.
Menna Abu Zahraalıntı yaptı2 yıl önce
the last forty years, by my informal research, more than three thousand books have been written on brands and branding alone, and business books as a genre have grown from a small corner to several aisles in today’s big-box bookstores.
Menna Abu Zahraalıntı yaptı2 yıl önce
how we’ve evolved our science of branding.
Menna Abu Zahraalıntı yaptı2 yıl önce
Where once brand building was a key driver of business success, today brand management too often runs at cross purposes to both corporate realities and customer needs and desires.