Brands are… según Wolff Olins
Impresionante Wolff Olins.
Brand = Platform
Brands started as a stamp on a product, and became a gadget designed to get people to buy, an emotional lever. Now they’re becoming something bigger and different. Brands are becoming platforms.Brand = Link
It’s not just individual customers who use these platforms. Other organisations do too, and brands increasingly link organisations together. The corporation of the new century is more like a constellation, and brand is becoming the link, the multiplier.Brand = Theme
As brands become platforms and links, they get used and abused. People want to make them their own – which means they may no longer be the same everywhere. Brand becomes not one tune, but a theme with variations.
enero 17th, 2010 at 17:31
Buen punto. Su libro BRAND tiene casi 10 años pero ahora que todo el mundo quieree reinventar esto del branding, a mí me sigue pareciendo de obligada referencia. Muy interesante su modelo de los 4 vectores de marca (producto, comunicación, entorno físico, personas) que deja a años luz el m mix de Kotler y explica las experiencias de marca según las vive el consumidor. Saludos.