3

Source: Book

Title: No Logo

Surname: Klein

Initial: N
Page: 23

Year: 2000

Publisher: Flamingo

ISBN 0 00 255919 6

Quote

"Reports of such “brand vision” epiphanies began surfacing from all corners. “Polaroid’s problem,” diagnosed the chairman of its advertising agency, “was that they kept thinking of themselves as a camera. But the “(brand) vision” process taught us something: Polaroid is not a camera - it’s a social lubricant.” IBM isn’t selling computers, it’s selling business “solutions.” Swatch is not about watches, it is about the idea of time."

Analysis

Over time, companies began to realise how a brand could be put forward as an ideal rather than just the product itself. By associating a product/service with a specific attribute that a consumer can “attain”, the product/service is seen as the solution to this desire.