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Where is the brand in the 21st century?
Written By alex-hardy on Feb. 1, 2008.
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I'm not looking for the textbook definition; as social networks become more significant, what is a brand these days? Is it the carefully constructed image (the aspirational values or fictional narrative) that is presented to consumers, or is it the reality of how the brand owner (or indeed their customer) is perceived?
For example: Where is the brand for a sportswear company? Is it an ideal of fitness and athleticism or the slob on his couch, watching TV and eating pizza?
How can a company reconcile the two? Do any companies truly walk the talk? Who are they?
