1# BRANDS ARE

CREATED IN

CONSUMERS MINDS

“Products are made in the factory, but

brands are created in the mind”, Walter

Landor

“...we’ll have the good things, again, someday.”

“But now it’s work harder and fight...we’ve got a tough war to win…”

# SOCIAL CHANGES: “WORLD WAR II”

Brand joins the nation in the struggle for

freedom and democracy

2# CONSISTENCY

1969 – “It's the real thing”

1985 – Not anymore!!!

Coke 1945, American

Hero

“It’s the real thing”...

...”not anymore!”

3# SEGMENTATION &

DIFFERENTIATION

“Seek the right people, not the majority”

In 1963 Pepsi repositions itself as a young

brand…

…differentiating itself from the classic image

of its main competitor

# SOCIAL CHANGES: “BABY BOOM”

4# COKE VS APPLE

American Hero vs American Outlaw

Apple 1985-1997, the same happens again…

http://www.youtube.com/watch?v=MAIPpjeL6NA

BE REMARKABLE!