An ocean of brands

Date of publication: May 13, 2008

Catalogue: Latin America 2008

Abstract:

As markets evolve it is becoming more difficult for brands to differentiate. They are competing in the same ocean, with sharks and species as dangerous and aggressive as they are. Brands with a strong emotional link will be at the top of its category. While brands must encourage the sense of belonging to a group, at the same time brands should generate the feeling of being customized without losing the attractiveness of pertaining.

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