The Emperor's New Clothes, A Backlash Against Branding

Alan Mitchell suggests that the original understanding of brands - that they answer people's psychological needs in a small way - has been superseded by overblown claims, even that they are substitutes for religion and a key meaning in consumers lives.

Rethinking Brand Thinking

The Emperors New Clothes

A Backlash Against Branding?

Alan Mitchell

It is quite some paradox. Never has the B word branding been bandied about so much. Yet never, it seems, has it attracted so much flack. Brands are now Big Business...