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In his latest book ZAG: The No.1 Strategy of high-Performance Brands, Marty Neumeier introduces a seductively simple thesis on what makes a successful brand.
In the old story, legendary pianist Arthur Rubinstein is approached on a New York street by a young person with a violin case. “Excuse me sir,” says the young musician, “do you know how I get to Carnegie Hall?”. And the maestro replies, without hesitation, “Practice, my boy, practice”.
Are we at the mercy of the consumer-manipulating ‘hidden persuaders’ who so bombard us with brand marketing images that we are brainwashed, numbed, categorized, relationship-managed and ultimately forced to part with our money to buy ‘brands’? It’s one view. Do we only choose ‘brands’ in order to impress our friends: to mark our status in the world?
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