5 Ways To Surely Kill Brand Meaning
July 27, 201816 min
In 2016 the rising costs of chocolate ingredients put the Toblerone brand’s owner Mondelēz in a difficult position.
NEW THINKING
In 2016 the rising costs of chocolate ingredients put the Toblerone brand’s owner Mondelēz in a difficult position.
We don’t buy brands because of what they do. We buy them because of what they mean.
We live in a world where the symbol has become the new product.
Surprisingly, many global brands continue to stumble due to profound insensitivity to the cultural context.