Brands are not abstracts for today’s consumers. They’re real. Personal. Tactile. Malleable.
Menna Abu Zahrahas quotedlast year
That’s what builds loyalty, connectedness, mindfulness. It’s also what encourages a growing resistance to many of our brand messages, as well as a willingness to modify those messages in ways they find personally meaningful.
Menna Abu Zahrahas quotedlast year
we haven’t become more effective when it comes to marketing.
Menna Abu Zahrahas quotedlast year
anything, we’ve become less effective
Menna Abu Zahrahas quotedlast year
Brands are no longer idealized concepts to our customers. They’re part of the everyday world in which they live and work and consume.
Menna Abu Zahrahas quotedlast year
worthwhile to take a less-than-rosy-hued look at our past:
Menna Abu Zahrahas quotedlast year
particular, where the idea of branding originally came from and how it morphed into what it represents today.
Menna Abu Zahrahas quotedlast year
the last forty years, by my informal research, more than three thousand books have been written on brands and branding alone, and business books as a genre have grown from a small corner to several aisles in today’s big-box bookstores.
Menna Abu Zahrahas quotedlast year
how we’ve evolved our science of branding.
Menna Abu Zahrahas quotedlast year
Where once brand building was a key driver of business success, today brand management too often runs at cross purposes to both corporate realities and customer needs and desires.