Урок №161. The Changing Meaning Of Brand
Maрк ди Сомма, эксперт по брендам, спикер, автор нескольких книг, в этом посте размышляет о новом определении бренда.
Oh the irony. For years, many of us tried to get the people we worked with to broaden their understanding of what a brand was. It"s not just a logo, a product, a TV commercial — that conversation. We were fighting to make the definition of brand bigger. Now I"m wondering whether we have to start going back the other way.
Suddenly, there are no people, countries, groups anymore. Instead, everywhere I look, everything"s a brand. Donald Trump is a brand, Charlie Sheen is a brand, so are Kate and William, the President"s a brand, Greenpeace and just about any professional sports team or association you care to name. America"s a brand, so are the Tea Party, Survivor, Wikileaks, the Beckhams and Lady Gaga. You are a brand.
That suggests to me that the media is in the process of redefining a "brand" as anything that gets or has our attention. In the new parlance (терминология), brand now is much more about profile. So I think Paula Lynn is right when she comments on this story in MediaPost that, "The media and its frenzy (ажиотаж) make brands brands."
Brand increasingly means buzz, or perhaps something or someone that is buzzed about: something or someone who has got or is getting attention, for good or bad reasons.
Visibility is credibility. Which comes back, in a strange way, to what those of us who were there used to say when people told us a brand was just a name or just a logo: "There"s a lot more to it than that."
Today, I"m much more afraid there"s often not. Use has subverted (to subvert — нарушать, подрывать, дестабилизировать) meaning.
Ex.
Fill the gaps.
Conservatives do not care what means they use to the Constitution or the federal government, and Republicans are at the forefront of the march toward a Civil War since they lost two presidential elections. They have whipped their supporters into against the federal government as blatantly evil since the Reagan administration, and with the election of an African American President have convinced their rabid sycophants that their rights are being trampled asunder from an increasingly tyrannical government. Of course in conservative , tyrannical government means Republicans are not in control.