Yesterday’s New York Times article by David Brooks makes the argument that branding is a counter-culture endeavor, and some of his examples certainly support that hypothesis, but I think he is being selective. Branding is inbred in the American culture of commercialism, invention, improvement, and yes, entrepreneurialism…some of which is counter-culture and some not. P & G have long been masters of brand management, but they can hardly be considered counter-culture. But his larger argument about China does demonstrate the conflict between China’s mercantile instincts and its repression of individual expression. Branding and brand affinity is all about self-identity and its expression. “Made in China” is the antithesis of everything branding stands for. Brooks has it right when he identifies the problem as transactional. Great brands, as Americans understand them and interact with them, may require too much transparency for a country like China.
Read the full article here: nytimes.com
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