MARK20100 Lecture Notes - Lecture 18: Delivering Happiness, Open Happiness, Tea Set
Document Summary
Rethinking brands: can think of a brand as an iceberg. Top of the iceberg= branding / what customer sees. Bottom / what is under water = people of the company and the product. What is a brand? (cid:862)mark (cid:894)(cid:374)a(cid:373)e/logo(cid:895) i(cid:374)di(cid:272)ati(cid:374)g (cid:449)ho (cid:373)ade the produ(cid:272)t(cid:863) Identify with brands at a very young age illustrates how pervasive logos are. Strength of a brand = reflected when the brand gets negative press of goes through a transgression. First brands started in mesopotamia when people would go to the marketplace to buy goods sellers would put little logos on their products: 1950s= heinz one of the first companies to start branding. Branding= based on consistency: now, branding is based on what is experienced with that brand. How to rethink brands: butterfly model: way to think about brands in the marketplace. Includes: start human centered, spark stories, invite participation, create with purpose. Start human-centered: brands have personalities just like people do.
