Notes for New Branded world (3-18)

Notes for New Branded world (3-18) - Notes for New Branded...

Info iconThis preview shows page 1. Sign up to view the full content.

View Full Document Right Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: Notes for New Branded world-Naomi Klien-it’s about making brands instead of products (like Nike, Microsoft, Intel)-buy products and “brand” them-you advertise the brand you create-product names with characters give brand an image and advertising is venue to speak directly to would-be-consumers-huge dollar value assigned to a brand name (example Phillip Morris bought Kraft for 6 times its worth on paper)-idea that if you’re not rocketing upward than you are crashing down-put more money into advertising because seen as investment- bolstering “idea” of the brand-the more advertising there is, the more aggressively brands must market to stand out (continuous cycle)-consumers like roaches and ad people have to find new ways to get their attention (stronger versions of Raid)-“experimental communication” industry- encompasses staging of corporate performance art and other “happenings”-April 2, 1993 –“Marlboro Friday”- Phillip Morris announced it would drop prices by 20% to...
View Full Document

{[ snackBarMessage ]}

Ask a homework question - tutors are online