4th October 2017 – Brands and Consumer Society

No Logo Documentary – Naomi Klein

My notes from an extract of the documentary:

The term ‘brand’ comes from branding cattle, something done to make ownership clear and allow farmers to easily differentiate their own cattle from others.

Mascot images on brands were originally used as surrogates for the relationship between the consumer and shop keeper / farmer / supplier. After the invention of mass production, products were made far away rather than, as previously, by a local, known source (e.g. farmer). The mascots were created to replace the relationships, acting as a sort of friend in order to restore trust in products.

Adverts generally aim to sell an idea rather than a product.

Nike wanted their brand to be about sport rather than fashion and used adverts to encourage this idea in consumers in order to get the brand image they wanted.

Starbucks advertises a community, giving a 3rd place, that is neither home nor work, for people to meet and socialise.

 

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

w

Connecting to %s