#Harvard Business Review
The Logic Breathing Life Into Oreo’s New Branding
I like to think of branding as breathing. It is taking in cultural meanings and giving them off. Inhale, exhale — but in this case the stuff of respiration is not air but culture. Culture in, culture out. (There’s no point of joining a conversation unless you’ve got something to say.)
Making brands vivid by making them conversational and respiratory is no small shift. It represents something very like a paradigm shift in marketing, setting several additional changes in train.
-Grant McCracken, hbr.org
Pictured: Oreo cookie with tread mark in red crème in recognition of the Mars Rover landing.
"The coolest banner ads, best search buys, and hottest viral videos may win consideration for a brand, but if the product gets weak reviews—or, worse, isn’t even discussed online—it’s unlikely to survive the winnowing process."
David C. Edelman, Harvard Business Review 2012
#consumer decision journey