Do brands matter? How meaning and marketing are shifting definitions

Gavin MacMillan ponders the role of brands in 2017, and introduces us to the idea of ‘Action Brands.’

You might think the title a strange question for an advertising bloke. Aren’t I meant to be a defender of the brand faith? An evangelist of brand value?

The scary thing for brand warriors is the increasing number of great brands that haven’t engaged in much or any brand building – at least not any of the conventional stuff like advertising. Anyone seen a proper ad for AirBnB, Uber, CostCo or Zara? And I’m not the only one who’s noticed this phenomenon.


Read the full article here.

This article was first published by Marketing Mag on Sept 18, 2017.

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Action Brands