the.com/brand marketing
selling a feeling and letting the product tag along for the ride.
means the practice of building long-term recognition, trust, and emotional attachment to a name rather than pushing any single sale.
from emerged as goods became interchangeable in the industrial age, packaged food and soap needed a face; procter and gamble's brand manager system in the 1930s turned identity itself into a discipline worth budgeting for.
vs performancebuilds memory, not clicks, pays off slowly
logos are cheapthe real asset is a feeling, hard to copy
nike rarelyshows the shoe, mostly sells defiance
world's costliest adsuper bowl spots sell story, not specs
for instance
nike just do it — 1988 campaign made a slogan outlive every shoe model
marlboro man — 1954 cowboy turned a filter cigarette into rugged american identity
apple 1984 ad — one super bowl spot defined a company before it sold a mac
coca cola polar bears — 1993 debut made a soda brand feel like christmas itself