First Be True To The Brand

In THE CASE FOR BRANDS the editors of the Economist's wrote, "Quite simply, branding doesn't deliver. We don't find community at Starbucks, a global commons through Cisco or transcendence through Nike, just as we don't find political engagement through Benetton."

It worries me that individuals would turn to these brands for such important needs in the first place. Are you really looking for community at Starbucks or do you just want a good cup of coffee? Do your Nike shoes really fill some social void? Are they suppose to? Why can't a cup of coffee and a cozy couch be a metaphor for "community and a third place"? It works for me. These brands aren't claiming to solve world problems. Their branding is an effort to evoke a positive feeling that can be universally associated with their product. Like a toothpaste that not only whitens your teeth but gives you a reason to smile again.

On that note: branding should relate to the product. Like sex in advertising, it's ineffective if it's just borrowed interest. I have a hard time connecting Benetton clothes to politics. It seems like a weak analogy. It is the advertisers responsibility to stay TRUE TO THE BRAND. Why are their clothes and these heavy politcal issues connected?

Benetton is an example of a brand that has gone too far. Before one can be true to the consumer they have to be true to the brand.