We use the term “brand” with such frequency, such alacrity, and such assurance, you’d almost think we know what it means.
NEW THINKING
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Niraj Dawar, Author at Branding Strategy Insider
Hollywood and the marketing industry have a lot in common: both create fantasy worlds that spark our imagination. Both build dreams.
The saying “Success has many fathers, but failure is an orphan” goes back at least as far as Tacitus (around 100 B.C.).
Citigroup calls it the Hourglass Theory. As income inequality increases, consumers are polarizing into two groups – the few looking for high-end, highly differentiated and high value-added products, and the many looking for value, and sometimes extreme value.
In 2007 The Washington Post carried an astonishing article describing what is now a classic yet valuable social experiment the newspaper had conducted.