Management reading: Bursting the branding bubble | The Economist
Shared via AddThis
The most important part of the book:
Mr Baskin does not simply rail, but redefines branding. “For branding to mean something, it has to do something.” In other words, branding must be generated directly by the experience of the user. At a basic level, straplines such as Nike's “Just do it” and Las Vegas’s “What happens in Vegas stays in Vegas” work, he says, because they play to feelings that are related to how a product might be used. His notion of branding goes much further, taking in, for example, the way an airline deals with its stranded passengers. The amalgamation of all such company-wide actions emerge to create a brand, he argues.
The new reality of branding requires the visceral feelings and experience more than straight recall of names.
