branding

These were commonly called "mavericks."

Reports of such "brand vision" epiphanies began surfacing from all cor- ners.

The psychological aspect, sometimes referred to as the brand image, is a symbolic construct created within the minds of people and consists of all the information and expectations associated with a product or service.

excerpted from a book by Naomi Kleinn No Logo ([ 3 ])

The astronomical growth in the wealth and cultural influence of multi—national corporations over the last fifteen years can arguably be traced back to a single, seemingly innocuous idea developed by management theor...

It requires an endless parade of brand extensions, continuously renewed imagery for marketing and new spaces to disseminate the brand’s idea of itself...

As Nike CEO Phil Knight explains, "For years we thought of ourselves as a production-oriented company, meaning we put all our emphasis on designing and manufacturing the product.

These pioneers made the bold claim that producing goods was only an incidental part of their operations, and that thanks to recent victories in trade liberalization and labor-law reform, they were able to have their products made for them by contractors, many of them overseas, What these companies produced primarily were not things, they said, but images of their brands.

Like a depoliticized, hyperpatriotic Benetton, Hilfiger ads are a tangle of Cape Cod multiculturalism: scrubbed black faces lounging with their wind—swept white brothers and sisters in that great country club in the sky, and always against the backdrop of a billowing American flag.

Adidas executives were skeptical about being associated with rap music, which at that time was alternately dismissed as a passing fad or vilified as an incitement to riot.

The psychological aspect, sometimes referred to as the brand image, is a symbolic construct created within the minds of people and consists of all the information and expectations associated with a product or service.

excerpted from a book by Naomi Kleinn No Logo ([ 3 ])

The astronomical growth in the wealth and cultural influence of multi—national corporations over the last fifteen years can arguably be traced back to a single, seemingly innocuous idea developed by management t...

This was the key to the success of Nike and Tommy Hilfiger, both of which were catapulted to brand superstardom in no small part by poor kids who incorporated Nike and Hilfiger into hip-hop style at the very moment when rap was being thrust into the expanding youth-culture limelight by MTV and Vibe (the first mass-market hip-hop mgazine, founded in 1992].

It quickly became apparent that a generic package of soap had difficulty competing with familiar, local products.

This project has since been taken to an even more advanced level with the emergence of on—line corporate giants such as Amazon.com.

Some say he was simply negligent or indolent, others that he aimed to create the presumption that all unbranded animals were his.

The arduous work of the roundup was distributed among crews supplied by the cattlemen concerned each outfit providing a number of cowboys proportionate to the size of its herd These cowboys, once brought together, worked under a roundup captain or boss, commonly elected by the cowmen of the roundup district, which might be forty miles wide and a hundred miles long.

It is on-line that the purest brands are being built: liberated from the real-world burdens of stores and product manufacturing, these brands are free to soar, less as the disseminators of goods or services than as collective hallucinations.

Some people distinguish the psychological aspect of a brand from the experiential aspect.

But the hard facts of Tommy’s interracial financial success have less to do with finding common ground between cultures than with the power and mythology embedded in America's deep racial segregation.

Some people distinguish the psychological aspect of a brand from the experiential aspect.

[Corporations have] been attempting to free [themselves] from the corporeal world of commodities, manufacturing and products to exist on another plane, Anyone can manufacture a product, they reason (and as the success of private-label brands during the recession proved, anyone did).

Such menial tasks, therefore, can and should be farmed out to contrac- tors and subcontractors whose only concern is filling the order on time and under budget [ideally in the Third World, where labor is dirt cheap, laws are lax and tax breaks come by the bushel].

Designers like Stussy, Hilfiger, Polo, DKNY and Nike have refused to crack down on the pirating of their logos for T-shirts and baseball hats in the inner cities and several of them have clearly backed away from serious attempts to curb rampant shoplifting.

Perhaps to better position his brand within this urban fantasy, Hilfiger began to associate his clothes more consciously with these sports, shooting ads at yacht clubs, beaches and other nautical locales.

It is on-line that the purest brands are being built: liberated from the real-world burdens of stores and product manufacturing, these brands are free to soar, less as the disseminators of goods or services than as collective hallucinations.

That's when Nike marketers and designers bring their prototypes to inner-city neighborhoods in New York, Philadelphia or Chicago and say, "Hey, bro, check out the shoes," to gauge the reaction to new styles and to build up a buzz. ln an interview with journalist Josh Feit, Nike designer Aaron Cooper described his bro-ing conversion in Harlem: “We go to the playground, and we dump the shoes out.

The psychological aspect, sometimes referred to as the brand image, is a symbolic construct created within the minds of people and consists of all the information and expectations associated with a product or service.

excerpted from a book by Naomi Kleinn No Logo ([ 3 ])

The astronomical growth in the wealth and cultural influence of multi—national corporations over the last fifteen years can arguably be traced back to a single, seemingly innocuous idea developed by management t...

Nike, Phil Knight announced in the late eighties, is "a sports company"; its mission is not to sell shoes but to “enhance people’s lives through sports and fitness" and to keep "the magic of sports alive."

Some say he was simply negligent or indolent, others that he aimed to create the presumption that all unbranded animals were his.

These pioneers made the bold claim that producing goods was only an incidental part of their operations, and that thanks to recent victories in trade liberalization and labor-law reform, they were able to have their products made for them by contractors, many of them overseas, What these companies produced primarily were not things, they said, but images of their brands.

A consensus emerged that corporations were bloated, oversized; they owned too much, employed too many people, and were weighed down with too many things.

Until that time, although it was understood in the corporate world that bolstering one’s brand name was important, the primary concern of every solid manufacturer was the production of goods, This idea was the very gospel of the machine age.

Company sales reached $847 million in l998—up from a paltry $53 million in 1991 when Hilfiger was still, as Smith puts it, “Young Republican clothing.

Once Tommy was firmly established as a ghetto thing, the real selling could begin — not just to the comparatively small market of poor inner-city youth but to the much larger market of middle-class white and Asian kids who mimic black style in everything from lingo to sports to music.

In this high—stakes new context, the cutting—edge ad agencies no longer sold companies on individual campaigns but on their ability to act as “brand stewards": identifying, articulating and protecting the corporate soul.

In this high—stakes new context, the cutting—edge ad agencies no longer sold companies on individual campaigns but on their ability to act as “brand stewards": identifying, articulating and protecting the corporate soul.

The lore of cattle brands showed the technicality and subtlety that every society gives to its most sacred symbols.

The arduous work of the roundup was distributed among crews supplied by the cattlemen concerned each outfit providing a number of cowboys proportionate to the size of its herd These cowboys, once brought together, worked under a roundup captain or boss, commonly elected by the cowmen of the roundup district, which might be forty miles wide and a hundred miles long.

By the time of the annual Atlanta sports—shoe Super Show that year, Adidas had unveiled its new line of Run—DMC shoes: the Super Star and the Ultra Star- "designed to be worn without laces."

This was the key to the success of Nike and Tommy Hilfiger, both of which were catapulted to brand superstardom in no small part by poor kids who incorporated Nike and Hilfiger into hip-hop style at the very moment when rap was being thrust into the expanding youth-culture limelight by MTV and Vibe (the first mass-market hip-hop mgazine, founded in 1992].

The psychological aspect, sometimes referred to as the brand image, is a symbolic construct created within the minds of people and consists of all the information and expectations associated with a product or service.

excerpted from a book by Naomi Kleinn No Logo ([ 3 ])

The astronomical growth in the wealth and cultural influence of multi—national corporations over the last fifteen years can arguably be traced back to a single, seemingly innocuous idea developed by management t...

Split up into bands which covered the countryside under the command of lieutenants, they drove to the rendezvous all the cattle they encountered, and the gathered cattle might number several thou- sand In some little valley, then, the assembled cowboys would do their work. "cutting out" the cows and calves from the rest of the herd, and giving each calf the brand of the mother it Followed.

Brands in the field of mass-marketing originated in the 19th century with the advent of packaged goods.

Some say he was simply negligent or indolent, others that he aimed to create the presumption that all unbranded animals were his.

Already, the wildly popular rap trio had hordes of fans copying their signature style of gold medallions, black-and—white Adidas tracksuits and low-cut Adidas sneakers, worn without laces.

At the same time, the clothes themselves were redesigned to appeal more directly to the hip—hop aesthetic.

Stationed in twos in remote "line camps," these line-riders patrolled the ranch borders, coaxing their owners cattle inward toward the center of his holding, while drifting the neighbor’s cattle in the other direction.

The truth is that the “got to be cool" rhetoric of the global brands is, more often than not, an indirect way of saying "got to be black."

It quickly became apparent that a generic package of soap had difficulty competing with familiar, local products.

On the remote range any cowboy with an easy conscience and a six-shooter could quickly transform somebody else's property into his own maverick by the simple process of shooting the calf's mother.

excerpted from Wikipedia page ([ 2 ])

The word "brand" is derived from the Old Norse brandr, meaning "to burn."

The latest chapter in mainstream Americas gold rush to poverty began in 1986, when rappers Run—DMC breathed new life into Adidas products with their hit single "My Adidas,” a homage to their favorite brand.

But by the eighties, pushed along by that decades recession, some of the most powerful manufacturers in the world had begun to falter.

An editorial that appeared in Fortune magazine in 1938, for instance, argued that the reason the American economy had yet to recover from the Depression was that America had lost sight of the importance of making things:

This is the proposition that the basic and irreversible function of an industrial economy is the making of things; that the more things it makes the bigger will be the income, whether dollar or real; and hence that the key to those lost recuperative powers lies...i...