Theoretically, yes. But ‘master-brands’ might be a fairer description.
Just as the ‘Ford’ master-brand embraces models as diverse as Mondeo and Ka, so the ‘Conservative’ party has always described itself as “a broad church”, tolerant of a broad diversity of centre-right thinking. Similarly ‘New Labour’, in the early Blair days, was “Tony’s big tent”.
Within two weeks, three new babies have been born into our circle of friends and my social landscape has been irreversibly transformed. I am sure that virtually all conversations will now be about their little bundles of joy and I have joked about finding new, “normal” friends to have fun with.
Traditionally, altruism and egoism are at odds with each other. But, as emerging brands are proving, this doesn’t always have to be the case. I’m an advocate of social enterprise and believe that, as a civilization, we should use our egoistic capabilities (i.e., capitalism) to achieve altruistic goals (i.e., social and environmental improvement).
Just three letters long, this seemingly innocuous word is so common that librarians and video store clerks place it at the end of their alphabetized wares. Search engines don’t recognize it in search results. And when we skim text to get the gist of “it,” “the” is the first word we skip. So why do so many contemporary branding, marketing and public relations folks continue to name luxury properties and products with the ‘the’ prefix? And why is it completely ignored for use in other branded arenas?
By way of speaking of the future of online video, the Internet theorist Clay Shirky recently made some interesting observations about how increasing organizational complexity tends to lead to an inevitable collapse.
Having recently moved from Los Angeles to Shanghai, I’ve spent the last three months taking in all of the amazing sights, sounds and tastes of my new city. Everyday rituals I had taken for granted while living in the US—grocery shopping, commuting to work, eating out—have become life adventures in their own right here in Shanghai (and if you don’t believe me, try visiting a local Chinese butcher or squeezing into a bus during rush hour).
The starter’s gun has sounded and the three main political parties in the United Kingdom are out of the starting blocks. Yesterday (April 6, 2010), Prime Minister Gordon Brown went to Buckingham Palace, “kissed hands” (the Queen’s) and asked Her Majesty for permission to dissolve Parliament in preparation for a May general election.
Augusta is one of the great destination brands of sport. It is one of those venues that can have ‘the home of [insert world class event]’ appended to it.
Much like the marketing departments of travel brands such as airlines and resorts and hotels, departments of tourism and their marketing partners are responsible for developing and promoting the brands of some of the world’s most visited countries.
Corporate brands hold up a mirror to the business. What you see there reflects what you get. It’s very difficult nowadays to conceal unpalatable truths from stakeholders, and the tidal wave of social media means that there is never a good day nowadays to bury bad news.
In a recent New York Times Op-Ed, University of Michigan political scientist and health policy researcher Brendan Nyhan explains how misperceptions linger in public knowledge, even in the presence of seemingly irrefutable information to the contrary. Evidently, we’re likely to gravitate toward information consistent with our own beliefs and to accept new claims biased to our existing views.