[brands] The Guardian looks at the rebranding of Anderson Consulting as Accenture… ‘Not a decade ago, the amount of money and effort spent on rebranding would have been unanimously dismissed as the most self-indulgent navel-gazing, and it’s not hard to find even senior management consultants who still think it is. But this is the age of the brand: from breathless boosters such as the management guru Tom Peters to the anticorporate writer Naomi Klein, a consensus is emerging that it is brands, not commodities, that are the real centres of economic value. Tommy Hilfiger, the ultra-hip clothing label, manufactures no clothing at all; Virgin is nothing but a logo. This heady environment has spawned its own evangelists, such as Scott Bedbury, marketing chief in his time for both Nike and Starbucks: “A great brand taps into emotions [and] emotions drive most, if not all, of our decisions,” he says. “A great brand is a story that’s never completely told. A brand is a metaphorical story that’s evolving all the time, [and] stories create the emotional context people need to locate themselves in a larger experience.”‘
This entry was posted on Monday, January 8th, 2001 at 8:36 am and is filed under Business.