in ‘lifestyle’ or ‘identity’ categories – such as food, clothing, beauty products, soft drinks, alcohol and autos – mind-share thinking is irrelevant at best. These brands compete for ‘culture share’. They vie with other popular culture products – films, books, music, television, sports, video games – to create stories that people will identify with and use in their everyday lives. To understand iconic brands, we must leave the consumer’s mind and enter the 36 world of culture and society, for this…
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