These days, we tell ourselves that we are living in an era of new media. True enough, although maybe not quite so true as we like to think. It all depends on what we mean by new.
People have branded their livestock to indicate ownership since ancient times. Artisans and other merchants put their marks on their wares to indicate source, and with that, a level of quality assurance. After that, Proctor & Gamble (P&G) originated the brand management concept.
William Gibson, speculative fiction writer, has several times stated: The future is already here — it’s just not very evenly distributed.
We all know the fundamental issue: consumers are suffering from attention deficit disorder brought on by too much choice.
The concept of branding is already undergoing dramatic changes.
