Expanding Role of Brand
It was meant to make identifying and differentiating a product easier, while also providing the benefit of letting the name sell a second rate product. Over time, brands came to embrace a performance or benefit promise, for the product, certainly, but eventually also for the company behind the brand. Today, brand plays a much bigger role. Brands have been co-opted as powerful symbols in larger debates about economics, social issues, and politics. The power of brands to communicate a complex message quickly and with emotional impact and the ability of brands to attract media attention, make them ideal tools in the hands of activists. Cultural conflict over a brand's meaning have also been shown to influence the diffusion of an innovation.
Read more about this topic: Brand
Famous quotes containing the words expanding, role and/or brand:
“... friendship ... is essential to intellectuals. You can date the evolving life of a mind, like the age of a tree, by the rings of friendship formed by the expanding central trunk.”
—Mary McCarthy (1912–1989)
“What is charm then? The free giving of a grace, the spending of something given by nature in her role of spendthrift ... something extra, superfluous, unnecessary, essentially a power thrown away.”
—Doris Lessing (b. 1919)
“The question mark is alright when it is all alone when it
is used as a brand on cattle or when it could be used
in decoration but connected with writing it is
completely entirely completely uninteresting.... A
question is a question, anybody can know that a
question is a question and so why add to it the
question mark when it is already there when the
question is already there in the writing.”
—Gertrude Stein (1874–1946)