Brands & Desires

Anhand von verschiedenen bekannten Brands werden die Themen analysiert:

• Brand
• Product and Brand Logo
• Brand Promise
• Brand Story

Apple (Religion) | De Beers (Fidelity - Ehrlichkeit, Redlichkeit) |  Milka (Mother's Breast) |Rothaus Bier (Homeland) | IKEA (growing up) | Freitag - Schweizer Taschen (Indivudalism) | Marlboro (Freedom) | Benetton (Justice)| Mercedes Benz (Respect) | Vicotinox - schweizer Messer (Manliness)| eBay (Fairness) | Picasso (Vitality) | Red Bull (Action) | Camper - malloqu. Schuhe (easy going) | Absolut Vodka (Imagination) | Disney (Fantasy) | Weleda -Kosmetikprodukte (Harmony) | Stradivari (Perfection)| Starck (Surprise) | Greenpeace (Resistance - Gegenwind, Widerstand) | Virgin - britisch. Musik und Fluglinie (Rebellion) | Beckham (moving up) | Harvard Business School (The Elite) | LA Eyeworks (Fame - Ruf, Ruhm) | Mc Kinsey (Absolution - Freisprechung, Sündenerlass)

How brands become to be:
Thanks to all those wonderful laws (brands), we can be sure that a CD that has the name "Rolling Stone" on it actually contains music by the rolling Stones. And the fact that a "Mozartkugel" is a concoction of Chocolate ans marzipan (enriched by the memory of a famous composer of the same name) and not a biece of music by Mozart doesn't bother us all. 

Die Beispiele der Stones und die Mozartkugel zeigen die Wichtigkeit der Brands. Die Stones wissen über die Wünsche ihres Publikums Bescheid. Die Stones sind mehr als eine Band, sie sind Kult. Ihr Manager sagte schon vor Herausgabe des ersten Albums - sie sind "the way of life, that would give wings to the fantasies of youth".

Desire is the prerequisite (Grundvoraussetzung) for and the key to every form of brand-building. And desire is the theme of this book on brands.