Source: Book
Title: No Logo
Surname: Klein
Initial: N
Page: 23
Page: 23
Year: 2000
Publisher: Flamingo
ISBN 0 00 255919 6
Quote
"The famous late graphic designer Tibor Kalman summed up the shifting role of the brand this way: “The original notion of the brand was quality, but now the brand is a stylistic badge of courage.”
The idea of selling the couragous message of a brand, as opposed to a product, intoxiated these CEOs, providing as it did an opportunity for seemingly limitless expansion. After all a brand was not a product, it was anything!
...nobody embraced branding theory with more evangelical zeal than Richard Branson...
Branson refers derisively to the “stilted Anglo-Saxon view of consumers”, which holds that a name should be associated with a product like sneakers or soft drinks, and opts instead for “the Asian trick” of the keiretsus (a Japanese term meaning a network of linked corporations). The idea, he explains, is to “build brands not around products but around reputation.”
Branson refers derisively to the “stilted Anglo-Saxon view of consumers”, which holds that a name should be associated with a product like sneakers or soft drinks, and opts instead for “the Asian trick” of the keiretsus (a Japanese term meaning a network of linked corporations). The idea, he explains, is to “build brands not around products but around reputation.”
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