1980s Through 1990s

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They are psychological, as well as physical. Brands are about hearts and minds. “A brand is a promise, and, in the end, you have to keep your promises. A product is the artifact of the truth of a promise. Coke promises refreshment; Gateway Computer promises to be your wagon master across the Silicon prairie. There is no difference between what you sell and what you believe,” says futurist Watts Wacker. Selling is believing. SEE: SOURCES: 33 ABSOLUT; BRANDING CONSULTING FIRMS; VIRGIN Fast Company, August-September 1997; Entrepreneur, April 1997 brands Branson, Richard Richard Branson (born 1950) wears colorful jumpers and dropped out of school aged 16.

They skip into the building each morning, so young, so innocent, so helpless. ” Neat but, of course, it all depends on how you calculate experience. More combative is Deloitte-Touche’s comparative advertising, which targeted McKinsey. The only thing that hasn’t yet happened is a more personal slant to the advertising. This, for the moment at least, is regarded as unprofessional. But it is probably not long before we see the CEO of a big firm presenting himself as the friendly face of management consulting.

Their titles are hip — or at least would like to be. Harvard’s John Kao wrote Jamming, a eulogy to jazz creativity and how it could be the future of business. Then there are the bright and zany titles. This trend was established with the success of When Giants Learn to Dance, by another Harvard star, Rosabeth Moss Kanter. Professor Moss Kanter is a serious academic who prides herself — justifiably — on the quality of her research. She is, however, responsible for a steady stream of books with silly names.

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