Companies were constantly on the lookout for new meaningful ideas, as well as pristine spaces on how to project them, because creating meaning was their new act of production. And of course jobs were getting crummier: these companies no longer saw producing things as their ”core” business. In short you were talking about how the world works.
The, “shake weight” is an example of what Klein would refer to as the earlier form of branding because it is being presented as a commodity, simply trying to deliver this particular product.
Reebox is an example of latter “lifestyle” branding because it establishes “emotional ties” with its customers through the “experience”. On page 21 Klein states that, “There is a deep emotional connection that people have with sports and fitness. With Reebox we see how this easy tone has woven itself into the fabric of peoples interest, because of the opportunity it gives to shape butts…A great brand rises the bar—it adds a greater sense of purpose to the experience, whether it’s the challenge to stay fit and look good or the affirmation that is given with the shoes you are wearing , not even knowing that you are getting a work out in.
This was the secret; it seemed, of all the success stories of the late eighties and early nineties. What was changing was the idea of what- in both advertising and branding-was being sold. “The products that will flourish in the future will be the ones presented not as “commodities” but as concepts: the brand as experience as lifestyle”(Klein 21)
Below are two videos that express how the role of advertising has changed from delivering a product to building an image around a particular brand-name version of a product.
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