Sunday, 31 July 2011
Arrogant Brand? You're Dead To Me!
It’s almost three years now, and before the economic crisis, that I wrote my book “ Nice Capitalism- A Secret Journey to the Death of the Arrogant Brant”. Since then, continuously and steadily new research data and studies are confirming my theory. Recently, I was very pleased to read an article in S+B magazine presenting fresh data from a survey in the context of Young & Rubicam’sd Asset Valuator (BAV) . According to the article “among the once-prized brand attributes that declined in this period were:“exclusive” (down 60 percent), “arrogant” (down 41 percent), “sensuous” (down 30 percent), and “daring” (down 20 percent). On the opposite side of the scale, the brand attributes Americans found more important as they began to sense the impending recession and then suffered through the crisis were: “kindness and empathy” (up 391 percent), “friendly” (up 148 percent), “high quality” (up 124 percent), and “socially responsible” (up 63 percent). But if the Death of the Arrogant Brand is an inevitable reality, which are the new emerging species in today’s Brand Ecosystem? The book explains why a number of emerging forces could have devastating effects on brands and lead to the rise of a new species of brand, “Nice Brands” and “Nice Capitalism”, two developments that are clearly interrelated, as the book explains, which usually lead to happier people and more “Happy Nations”, particularly in Europe. Find more in my book here!