(PDF) Where has all the oil gone? BP branding and the discursive ...
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(PDF) Where has all the oil gone? BP branding and the discursive ...
By their very nature, brands trade in status: they promise us to be younger, more attractive, smarter, happier, more accomplished, richer. For the longest time, brands operated according to Veblen logic that status is linked to wealth and desirability to price. Now we all have the opportunity to flip the script and link worth and values to our busi
... See moreAna Andjelic • The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands
A decade or so ago, brands shifted from increasing value of their products through utility, competitive comparison, and creative advertising to endowing products they made with aesthetic, sustainability credentials, a story of artisanship and provenance, and/or a community in order to give their products identity and singularity. (Virgil Abloh made
... See moreAna Andjelic • The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands
Then you will see declines for all relevant brands.
