Cartoon by Hugh at Gaping Void.
Brands are usually designed to linger on the mind. Which means they focus our attention and also displace it from other things - sometimes referred to as "grabbing eyeballs."
The goal of branding can be to be "first in mind"; failing this, it should be memorable, persistent. Branding is considered very successful when Coke, for example, has become refreshment.
Today there is talk about green brands. But can a brand, as we know the term, be green? If "green" is about maintaining attention to the environment, and is about respect, maybe green marketing has to take a different approach than the "first in mind" principle. Doesn't conventional brand building result in non biodegradable mental products, after all?
Words and symbols are often mistaken as a kind of seminal basis of things. This is probably a deformation of the Information Age. As a result, technology abounds, lies spread, and relationship suffers.
Wednesday, June 27, 2007
On green brands: "If green is good"
Posted by John Dumbrille at 6/27/2007 08:08:00 AM
Labels: green brands
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