| Confused by those slick
marketing types with their pony tails, Porsches
and personal organisers? Let's face it; they wouldn't
know a group head from their couture-cosseted elbow.
We won't bore you with the
social history of brands. But it's certainly worth
remembering how they started - as a guarantee
of quality and consistency in a world where both
were in short supply.
Today, consistent quality
is pretty much a given - except, you could argue,
in food and drink.
Modern brands are far more
than just a manufacturer's assurance that something
will work. Brands are used to differentiate products
which are essentially the same - like cars, soft
drinks, burgers and PCs. They're about creating
a personality which people can relate to - a personality
which the competition will find it difficult to
copy.
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