Summary Chapter 2

Logos seem to have gotten bigger and bigger in the last time and younger children are becoming the focus of brand recognition, to create early brand loyalty. “Walking billboards” are now seen everywhere, they look good and they are cool. The next step was the branding of cultural events (MTV music awards, Euro cup etc). Art used to be a skill that wealthier people sponsored. Today it is for the arts sake. Another example for this would be Tommy Hilfiger that did an ad campaign for the Rolling Stones Tour. Also advertising used to be very competitive (coke used to go against Pepsi) now coke is going against everyone. Advertising is not only replacing culture it is culture. Shows like Dawson’s creek that teenagers love to watch everyday earn money by product placement, where they place hidden advertisements for the products in the show. In earlier times the main focus was lying on sports music and art. Now all of these 3 themes are ads. Today people (ex. Sport celebrities) are branded. An example for this is Michael Jordan. The celebrities aren’t only making commercial for the brand, today they ARE the brand.