Backing Up Marketing Buzzwords

Abstract

Brands are built on the concept of recognition and differentiation in the marketplace. Today's branding is made to evoke a 'je ne sais quoi," sometimes aspirational, sometimes comforting, sometimes outright outlandish, but nonetheless recognizable and relatable. Product categories and trends come and go just like brands. However, some endure for decades with very simple common products or corner the market with complex signature ones. Others quickly become a distant memory in the minds eye of the consumer.