Transaction brands sprang from industrialism and its commercial consumer culture. The focus was on the material benefits for consumers and users. Industry produced new products using economies of scale.
If I told you that the consumer to brand relationship has undergone significant change, I’m sure you would reply and say, “Tell me something I don’t know.”
Is there ever a right time to get on the front foot and call out your competitors by name? Motorola seems to think so.
Louisiana Governor John Bel Edwards made an interesting observation in light of the devastating flood that has savaged his state. Because the storm lacked a name or “a brand,” it is difficult for the news media and public at large to pay attention to it.
Brand perceptions are shaped in the mind with the help of associations that are aligned with the central meaning the brand represents. The search for associations that bolster brands is a constant.
