You look at the person stood next to you at the bar or that holds the door open for you. You have no idea what their past is like....you know that girl who borrowed your pen in the lecture because she had forgotten hers? Well she is having an affair with a married man twice her age. Looking at her....you wouldn't have guessed it. The boy that walks in late? His dad is a film star and multi-millionaire. Oh and the little quiet girl in the glasses who you haven't noticed before.....well....I don't think I can say ;-)
Brands could be said to be like people - it takes a lot for them to get where they are - some succeed and some fail. When you look at that fizzy drink on the shelf you don't think about the hours of market research it took, the battles between advertising executives and managers to gain funding, the prototypes and taste tests, briefs from the client, pitches from agencies, the discussions with manufacturers, the production - all the elements that have to come together to create this one product. All this effort for a consumer to pick it up off the shelf and say:
'Ewwww.....I don't like it....'
If people put effort into a brand then they can make it succeed - if it's equipped with everything it needs to enter the market place: a good advertising campaign, catchy music, the knowledge that people will buy it and good packaging then its onto a winner :-) Almost like a person, sure they might have done something wrong in the past but just like 'zombie brands' they need picking up, dusting off and giving a second chance.
You could say I am going soft....I would then deny it and blame it on my age....don't think that works at 19 though :-)
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