By Nicholas Ind
Научный взгляд на современный брендинг: философия и теория брендинга. Влияние новых общественных ценностей на мир брендов.
"... it's the view of the writers of this booklet that after companies account for fifty one of the biggest a hundred financial entities on the earth, not just should still branding have a much broader social point of view, it needs to achieve this whether it is to have persisted relevance.
Business has to have a human point of view in order that it merits humans instead of manipulates. It should be obvious and open whether it is to beat suspicions of duplicity.
We argue for an extended time period, people-centric view that stresses substance over hype. this may aid to revive credibility and belief for manufacturers. it's going to re-affirm the mutual dedication of the employee/employer courting. it is going to supply energy to the shopper. and it'll rigidity the pre-eminence of the real shareholder over the speculator.
These are one of these attributes we'd anticipate of a country country and more and more we think them of firms. company can't suppose a place of dominance with out a concomitant assumption of accountability. via ignoring those elements, we'll face extra protests from those that consider the specter of overweening company energy.
By accepting them enterprise could have a invaluable impression and aid remedy (perhaps larger than govt) one of the most demanding difficulties on this planet, whereas nonetheless earning money. To get there, businesses must comprise into their manufacturers a broader definition in their audiences and may need to undertake values that advertise a human concentration, authenticity, transparency and integrity. and they'll even have to undertake measuring platforms that target reaping benefits not only monetary audiences...
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Or an airline? As soon as we stop to think about it, we can see how absurd this notion is. Yet such absurdity is so common nowadays that no one (except a few iconoclastic comedians) blinks an eye. This absurdity is a disease: the endemic disease of brand narcissism. Beyond Brand Narcissism I 37 THE NARCISSISTIC PERSONALITY DISORDER In Greek legend, Narcissus was the poor creature who was so enraptured by the sight of his own reflection that he pined away, gazing at it until he died. Modern psychiatrists classify narcissism as a clearly identifiable personality disorder.
There has been a failure to generate genuine new products and there has been a record number of complaints (including complaints about the way complaints are handled). Fortune magazine reports (Grainger, 2003) that, on the University of Michigan’s American Customer Satisfaction Index, McDonald’s has ranked at the bottom of the fast food industry since 1994 and that it sits in 2002 below all airlines and also the Internal Revenue Service. The only source of growth has been new outlets. There has been a downward spiral of lack of innovation, disappointed franchisees and disengaged employees, customer complaints, reduced revenues and poorer shareholders – the company lost $20 billion in market capitalization in 2002.
Marketers conjured up the word ‘loyalty’ because in their dreams consumers are, indeed, loyal to their brands. A human being ‘loyal’ to a soap powder? Or a bank account? Or an airline? As soon as we stop to think about it, we can see how absurd this notion is. Yet such absurdity is so common nowadays that no one (except a few iconoclastic comedians) blinks an eye. This absurdity is a disease: the endemic disease of brand narcissism. Beyond Brand Narcissism I 37 THE NARCISSISTIC PERSONALITY DISORDER In Greek legend, Narcissus was the poor creature who was so enraptured by the sight of his own reflection that he pined away, gazing at it until he died.