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Special Report:
Shopping and Branding,
Graphic International, issue 101
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| Welcome to the age of ‘McBranding’ – brands created for the masses, easy to digest, something for anyone, any colour you like - you can even have toppings if you want. This is the age where ‘Corporate Mission’, ‘Vision’ and ‘Values’ all begin to blur into bland expressions driven by the lowest common denominator. And where even our differentiation becomes generic. |
| In our quest for differentiation we seem to have an insatiable appetite for making something out of nothing – but in the long run this simply does not work. Look at what David Beckham, Apple and the Eden Project have, look at what Wimpy Homes, Victoria Beckham and John Major never had, and then look at what Michael Jackson and Kickers have most definitely lost? The simple answer, to paraphrase Mike Myers, is their mojo. |
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