It is true……BRANDS come and go! Some of them seem that will last forever till the end of time thanks to the success they have made!

Some good examples can be seen in this blog’s wall paper, such as Coca-Cola, McDonalds, etc.

However, to understand this success, it is also essential to comprehend what importance a Brand has in a company’s life, which is more significant than “imaging” an organization.

But this Brand concept is sometimes over-explored by companies, bringing attention to them and making people investigate where all this success is coming from….that could result the movement Anti-Brand, described in this piece of work….

So sit down, grab a cup of coffee…. I will succinctly try to show this debate……

And more importantly I will be glad to have your comment on that!

Diego Romero

See the article in PDF….BSNS7454 – A1 – Diego Romero – 2012




Bringing this worldwide famous quotation and opening phrase of William Shakespeare’s play Hamlet to the context of this piece of work, it comes to a wide but perhaps not recent discussion in the corporate world.

To understand this argument is inevitable to mention that the corporate world of marketing and advertising has truly evolved thanks to the globalization. As a result of that, the always employed concept of world without borders has been enabling us as consumers to be more informed, to have more choices available and to make the best decision in regard to our needs and feelings. More impressive is that most of the time you do not even need to leave home, it is all accessible to you in one phone call or one click. Companies are no longer restricted by the old and classic vehicles such as television or radio, they are constantly seeking other manners to engage consumers to see, watch, hear, listen, read, test, examine or manifest any kind of reaction towards the huge investment in producing and advertisements they have made – regardless whether we are willing to accept it or not. In truth, we barely wake up and we are already bombarded and faced with brands surrounding our lives. And so they are consistently and deliberately doing it in order to fight for our attention just to get their message across that they are more an appropriate brand option to us at that moment as opposed to others.

In sum, the present context is filled of action towards the public, and it has converted the situation into a more and more aggressive environment, with brands attempting to hit and reach out people from all sides and corners. But what actually influences us? What determines which brand to choose? The answer for that might be found in the role of Brand Management, which seems to be within this scenario, featuring a key part and having become a crucial piece in Marketing terms.

Along with this scenario presented, there are two well-distinguished thinking versions. On one side of the boxing ring, we have the Pro-Brands, the ones who defend the creation of an identity in form of Brand, logo, name, thinking, philosophy, etc. Their beliefs include the transmission of value through a well-defined as well as powerful image which would help organizations to be promoted and revert it into sales and a long-term company life. On the other side there are the Anti-Brands, the ones who claim lack of alignment of values between what is sold and what the company has been actually doing. This argument also consists of few other elements such as the utility, profitability, practicality or even fairness of using and taking advantage of a brand’s image and/or name in order to open an easier way through and sell products and services to consumers


Hence it is through this fight, that many interrogations may arise and should be consider with the purpose of finding out what is and what would be the best option for an organization to be run, in regards to operation, branding and how it would like to be perceived among customers. Some of these questions can be illustrated by the few following ones:

“Is it worth investing part of the available resources in something that sometimes is really hard or even impossible to measure? “

“Are the companies really selling and delivering the value they are promoting?”

“Should not the main focus be put on developing and designing products and services that would be better promoted by itself rather than image or logo behind it?”

“How long does it take and how expensive is to create a Brand people can definitely trust?”

“How consistent should be the message of a Brand to effectively reach consumers?”

“What could change in the consumer’s perceptions towards a company if some of its internal aspects were revealed?”

“Would damage to a brand turn around all the company’s reputation?”

The discussion here is around the creation and the giving of companies’ values towards consumers through the popularity and fame of their brands and names and how perhaps it has transcended what they are in fact in their essence– just another way of making profit. In other words, it also contests and question the way companies promote their products and services towards customers and for sometimes not having a synergic alignment between what is offered as value and what is actually done internally in their operations and after sales.

In general, Brands have proved they can be really efficient when communicating and “teasing” consumers about their wants, necessities, goals, expectations, dreams and needs. And so they are really proud of the effects, achievements and results they are able to get out of this relationship. However, are they at the same level of efficiency and pride when talking about their internal issues?

It is whereby the discussion takes shape.

The whole article can be seen here, on just one click:  BSNS7454 – A1 – Diego Romero – 2012


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