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Article: Branding enters the third age.
- Article from:
- Brand Strategy
- Article date:
- January 1, 2001
- Author:
CopyrightCOPYRIGHT 2001 Centaur Communications Limited. 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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Martin Firrell and William Maughan chart the rise of branding based on demonstrable truth
Hemingway wrote "No one's sure when an era begins, but everyone seems to know when one comes to an end". The British Airways tail fins experience, it seems, marks the end of an era of branding.
What was it about that particular brand identity that fuelled so much confusion and dissent among commentators? Was it the identity at all, or something deeper about the relation of the identity to the actual substance and meaning of BA?
In the first age of branding, advertising and brand were indistinguishable, interchangeable. Your advertising was assumed to be ...