Soon, the main issue for the user will not be the quality or exclusivity of the product, but the problem of choosing a favorite product from two identical ones. There will be more and more good products, and it will be more difficult to choose among them. Previously, this responsibility could be shifted to public institutions: the church, family, state could say what is good and what is bad. Now, however, brands are increasingly taking the lead in decision-making and people are listening to company representatives. By creating socially accepted norms, brands are already acting as new social institutions. In the future, their authority will only increase. Imagine: a small, moderately well-known cafe on a pedestrian street decides to green the roof of its building and make a real garden there. This eco-friendly solution immediately attracts customers, as the new veranda is atmospheric and pleasant. Having seen such a profitable solution, competitors will want to repeat it, adding their own flavor. Thus, one brand creates a whole trend towards sustainable use of the roof. After all, green roofs are not only new recreational spaces, but also a way to improve air quality and reduce temperatures in the city in summer.
More here - https://en.wikipedia.org/wiki/Brand
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