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Article: BRAND DESIGN TAKES MORE THAN STYLE; GETTING IT RIGHT: As brand management and design management merge, too many companies are getting stuck on the superficial.(CMO Strategy)
- Article from:
- Advertising Age
- Article date:
- November 6, 2006
- Author:
CopyrightCOPYRIGHT 2006 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: LARRY LIGHT
Marketing changed forever on May 13, 1931, when Neil McElroy wrote the classic memo at Procter & Gamble leading to the creation of the discipline of brand management. Through brand management, the features and benefits of every brand would be distinguished from those of every other.
Today, we recognize that brands are more than features and functional benefits. We live in what some call the "Experience Economy.'' When people ask me, "What is a brand?'' My answer is: "A brand is a promise of a relevant and differentiated experience.''
Since brands are promises of experiences, there is a logical conversion taking place ...
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