1# BRANDS ARE CREATED IN CONSUMERS MINDS “Products are made in the factory, but brands are created in the mind”, Walter Landor
# SOCIAL CHANGES: “WORLD WAR II” Brand joins the nation in the struggle for freedom and democracy
“...we’ll have the good things, again, someday.” “But now it’s work harder and fight...we’ve got a tough war to win…”
2# CONSISTENCY
1969 – “It's the real thing” 1985 – Not anymore!!!
Coke 1945, American Hero
“It’s the real thing”... ...”not anymore!”
3# SEGMENTATION & DIFFERENTIATION “Seek the right people, not the majority”
# SOCIAL CHANGES: “BABY BOOM”
In 1963 Pepsi repositions itself as a young brand…
…differentiating itself from the classic image of its main competitor
4# COKE VS APPLE American Hero vs American Outlaw Apple 1985-1997, the same happens again‌
http://www.youtube.com/watch?v=MAIPpjeL6NA
BE REMARKABLE!