Polaroid recently rebranded itself again, which signals another rebirth for a brand name that has been born, reborn, born again. And again.
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The science of human behavior is a river of with exclamations, curiosities, prevarications and humble confusion. But among the currents and eddies often there are useful insights that help us navigate daily life.
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It is no longer enough simply to have a product or service — that’s just game stakes — you have to have a YouTube (or other video) presence, pop-in store, TV show, video game, music downloads, memes, print content (book, zine, oversize, lookbook, catalog), a festival, Virtual Reality, an airplane — in addition to the website or APP, the outdoor, Influencers (if you have them), conferences, tshirts, posters, water bottles, CRM, social content and other effluvia.
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From its beginning, Brandless was a contrarian naysayer. The company held fast to the notion that in the sea of consumables, brands do not matter but fungible products do. All things being equal, all things are essentially the same things, only different. Generic. Generally the same. Brandless.
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Since 2015, the string of veteran retailers like Diesel, Gymboree, Rockport, Brookstone, Payless and others that have filed for bankruptcy, or folded into the sunset, has become a grim infographic.
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Branding Strategy Insider helps marketing oriented leaders and professionals build strong brands. We focus on sharing thought provoking expertise that promotes an elevated conversation on brand strategy and brand management and fosters community among marketers. BSI is a service of The Blake Project, a leading brand consultancy based in the United States, serving marketers around the world.
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