THE YEARNING FOR PARADISE
Tyrannosaurus rex and many other interactive educational displays. Tourneau in New York teaches customers about the history of watches. Eddie Bauer simply posts words like “inspire,” “imagine,” and “insight” in retail stores to position its clothing so that it is more likely to be associated with imaginative and intellectual people.4 Ads where something is missing make you think to ﬁll in the gap. For example, both Target and Nike have run ads that include their logos, but not their names, causing the consumer to stop, think, and realize that they know the names. This, of course, captures the customer’s attention, but, more importantly, also makes the customer feel smart for knowing. Ads for Kenneth Cole shoes inevitably make reference to current events, associating the brand with being “in the know.” Brands as different as The Wall Street Journal, Hewlett-Packard, and Dewar’s Scotch sell the image of the customer as reﬁned, intelligent, and knowledgeable. Perhaps in an even more topical way, tapping into our newfound need for visual, as opposed to verbal, literacy, Absolut vodka has created a magniﬁcent campaign that relies on the reader’s interest in, and ability to recognize, visual patterns and interpret them appropriately. Intel established its brand identity through association with already respected brands. Intel offered computer companies a discount for its chips if they would write “Intel inside” on their product. Consumers, seeing so many brands labeled “Intel inside,” assumed that the computer companies were bragging. Intel must be really great, they inferred, if big-name brands added its name to their labeling. Intel does not tell the customer that it has the best product on the market. Rather, the company creates a situation which encourages customers to assume that it has.5 The Sage customer enjoys the process of research, ﬁnding out about brands. Sages will go onto the Web and see what is available, and they trade information about the tools of the technological trade. Netscape and Yahoo! established their brand identities without spending money on advertising. Rather, they linked to appropriate sites on the Web and paid for banners. Then they let customers ﬁnd them. 4. Bernd H. Schmitt, Experimental Marketing (New York: The Free Press, 1999), pp. 142. 5. Agnieszka M. Winkler, Warp Speed Branding (New York: John Wiley & Sons, Inc., 1999), p. 67.