Summary
Chapter 1: No space, New Branded World
While merged companies are shrinking successful companies have to produce brands instead of products. Advertising is a very important part of branding, which came to the market in the mid 19th century. Advertisements have to convince people that they need to change the way the live their life. They have to sell a new lifestyle. Companies can today manufacture as many products as they want to what people are looking for are brands they want to buy. If a new product is invented, people must be convinced that their lives will be much better with it. The best example for this is Marlboro, the longest running ad campaign in history. Successful brands sell their item not as a product but as a way of life, an attitude, a set of value and a look. All companies big companies like McDonald’s, Pepsi, Cola who have their eyes fixed on total expansion are following these ideals.
So while in the older days advertising for the selling of the product was the main achievement of a company today it is branding which is giving a lifestyle and an image.
Chapter 1: No space, New Branded World
While merged companies are shrinking successful companies have to produce brands instead of products. Advertising is a very important part of branding, which came to the market in the mid 19th century. Advertisements have to convince people that they need to change the way the live their life. They have to sell a new lifestyle. Companies can today manufacture as many products as they want to what people are looking for are brands they want to buy. If a new product is invented, people must be convinced that their lives will be much better with it. The best example for this is Marlboro, the longest running ad campaign in history. Successful brands sell their item not as a product but as a way of life, an attitude, a set of value and a look. All companies big companies like McDonald’s, Pepsi, Cola who have their eyes fixed on total expansion are following these ideals.
So while in the older days advertising for the selling of the product was the main achievement of a company today it is branding which is giving a lifestyle and an image.
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