Consumers have developed an armor-plated capacity to ignore brand appeals, meaning successful marketing depends on finding ways to stand out and be remembered.
If a brand's meaning is positioned on a job to be done, then when the job arises in a customer's life, he or she will remember the brand and hire the product.
Businesses know how important this is, and rely on their brand strategy to convey meaning and impact in the shortest time possible, driven to do this by an Internet society short on time and shorter of attention.
The pivotal choice should not be about the thing in itself, but about the brand and its world of feeling, meaning, and emotion.
They are those unique and unambiguous associations we link with the brand that give it shape and substance and meaning.
In speaking with KoAnn about why Sustainable Brands has caught hold as it has, she explains that many forces are at work driving business to rethink the meaning and method of building a brand in the 21st century.
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Similarly ad awareness has risen from 38% on March 22nd to 47% on April 6th, meaning 47% of donut eaters reported seeing an ad for the brand in the last month.
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The appeal of playing in the Olympic Stadium is simple: aside from the brand recognition of the Olympics, much of the infrastructure is publicly funded, meaning that clubs will not have to dig deep into their own pockets for an asset that will ultimately bring in massive revenues.
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As discussion of a lockout heated up last year, however, Buzz scores for the league dropped to around zero in July and August, meaning that respondents reported hearing equal amounts of positive and negative news about the brand.
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Given that words like brand and globalisation are now highly controversial, and that wine is a product loaded with cultural meaning for the French, the new-world lot are bracing for a protectionist backlash.
Perhaps inevitably, given that the conference was held in Britain, a whole session was devoted to the meaning of David Beckham, captain of England's football team and almost a global brand himself.
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