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Nesa Posted 12 years ago
Business & Finance
Hi,
According to this text:
"This ability of a strong brand to transcend categories, and to be trusted by consumers in whichever category it chooses to involve itself, would seem to be an important property of the world’s greatest brands in the future. In a hyper-competitive, over-communicated and complicated world, people will increasingly want and need to simplify their purchases and time management. What is more, in a blurring physical and virtual world, any brand will have the ability to be a powerful medium and a power retailer – if only in virtual space. Trusted brands provide ideal navigation for consumers across sectors, and as the strongest will be able to leap into categories without having a previous product or service track record, no brand will be sacred in its marketplace any more."
What does this sentence mean?
The issue of category-defying life brands is also relevant when looking at those new or growth categories that would seem most likely to produce strong brand growth in the future.
And this is my idea:
Those brands which always have fought being in a certain category would seem most likely to be strong brands in the future.
Regards,
Nesa
According to this text:
"This ability of a strong brand to transcend categories, and to be trusted by consumers in whichever category it chooses to involve itself, would seem to be an important property of the world’s greatest brands in the future. In a hyper-competitive, over-communicated and complicated world, people will increasingly want and need to simplify their purchases and time management. What is more, in a blurring physical and virtual world, any brand will have the ability to be a powerful medium and a power retailer – if only in virtual space. Trusted brands provide ideal navigation for consumers across sectors, and as the strongest will be able to leap into categories without having a previous product or service track record, no brand will be sacred in its marketplace any more."
What does this sentence mean?
The issue of category-defying life brands is also relevant when looking at those new or growth categories that would seem most likely to produce strong brand growth in the future.
And this is my idea:
Those brands which always have fought being in a certain category would seem most likely to be strong brands in the future.
Regards,
Nesa
Top answer
I think the author's point here is that the rules are changing. " If you go back and read the paragraph, Trusted brands provide ideal navigation for consumers across sectors, he's saying that consumers stick with the brands they trust, even for products in categories which are new to the brand. nesa Those brands which always have fought being in a certain category would seem most likely to be strong brands in the future.
- I think the author's point here is that the rules are changing.
- " If you go back and read the paragraph, Trusted brands provide ideal navigation for consumers across sectors, he's saying that consumers stick with the brands they trust, even for products in categories which are new to the brand.
- nesa Those brands which always have fought being in a certain category would seem most likely to be strong brands in the future.
- I don't doubt that this is true.
- nesa The issue of category-defying life brands is also relevant when looking at those new or growth categories that would seem most likely to produce strong brand growth in the future.
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1 Answers
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I think the author's point here is that the rules are changing.
The public has become so used to seeing popular brands add new products in a completely different category, that these brands can quickly add new product categories and knock off the brands which previously had that category "sewed up."
If you go back and read the paragraph, Trusted brands
The public has become so used to seeing popular brands add new products in a completely different category, that these brands can quickly add new product categories and knock off the brands which previously had that category "sewed up."
If you go back and read the paragraph, Trusted brands
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