Fashion is characterized by both flocking behavior and a desire for differentiation. Consumers want to belong to a group, while at the same time asserting their individuality, both as a person and through their style.
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Thomas Gad, Author at Branding Strategy Insider
When the workers of the Norsk Hydro PVC plant in Stenungsund on the west coast of Sweden came to work in the early morning one day in 1996, a young man in an orange overall was chained to the factory gates as though crucified.
In their research paper ‘What makes online content viral?’, Jonah Berger and Katherine Milkman show how surprise is one of the most important requirements of content, after practical value and interest. Practical value and interest are usually addressed at the product innovation and development stage, but surprise can be effectively used later on, as well.
Since organized brands were first introduced over 100 years ago alongside industrialism, they have changed their nature and role in society. Brands have become ‘relation brands’ – brands that have a greater effect on people than the functional, product-oriented delivery of tangible, predictable benefits and features.
During all the years of my practice, by far the best definition of branding I have used is ‘managing perceptions in people’s minds’. It tells us where the effect of branding takes place – in people’s minds – and it tells us what that effect is – managing perceptions.