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Moving Toward A New Marketing.

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Brands Under ATTACK By 5 Ninja Trends - ScentTrail Marketing

Brands Under ATTACK By 5 Ninja Trends - ScentTrail Marketing | Marketing Revolution | Scoop.it

Brands are under attack by 5 Ninja:
* Death of Traditional Media.
* Mobile Me.
* Clean Slate Brands.
* Social Media is a Conversation.
* User Generated Content. and the rise of online communities.

What are the most powerful ninja attacking your marketing? How will you defeat attacking Ninja horde?


Martin (Marty) Smith's insight:

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malek's curator insight, August 25, 5:39 AM

Coming from FMCG background, I can't help but notice the digitalization of Coupons.

  • Consumers are hunting high and low for coupons to load on a smartphone app, eliminating the need to carry slips of paper around.
  • Companies are actively catching up with social referral coupons
  • With geo-targeting, businesses are able  to learn when consumers are nearby, delivering coupons that entice them to stop by.
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Airbnb Marketing Vine: Monday Marketing Masters - Omaginarium

Airbnb Marketing Vine: Monday Marketing Masters - Omaginarium | Marketing Revolution | Scoop.it
The offer, sent out on Twitter which owns Vine, was an invitation to become part of a marketing video, and a movement, by sending in Vines instructed the users to submit scripted shots from all over the world in the form of Vines, via Twitter.

Martin (Marty) Smith's insight:

Marketing is about movements now. Vine knows this, does your Internet marketing?

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BANG Branding Changed: Red Bull's Branding Lessons

BANG Branding Changed: Red Bull's Branding Lessons | Marketing Revolution | Scoop.it

Red Bull's Branding Lessons
* Follow Your Customers Not The Other Way Around.
* We are all media companies now.
* Curation trumps creation.
* Some creation is needed to have authority.
* Brand and Publish, Publish and Brand.
* COPE - Create Once Publish Everywhere.  

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Do Good Brands: 20 most iconic brands & why they work | Creative Bloq

Do Good Brands: 20 most iconic brands & why they work | Creative Bloq | Marketing Revolution | Scoop.it
We count down the 20 brands that have made the most impact on the world, and speak to leading design and branding experts to find out why they work so well.

Via k3hamilton
Martin (Marty) Smith's insight:

Love these top "Do Good" brands.

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Carlota Colom's curator insight, April 9, 9:47 AM

Ens diu el perquè dels colors i la forma dels logotips de marques molt conegudes. 

malek's curator insight, April 28, 7:03 AM

Iconic brands are instantly recognizable, Coke is on top. The "Do Goods" and the "Greens" are rumbling.

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The Story Of Being Great Business Storyteller | Infographic List

The Story Of Being Great Business Storyteller | Infographic List | Marketing Revolution | Scoop.it

Step by step storytelling instructions.


Via Kim Zinke (aka Gimli Goose), massimo facchinetti, Jack Varnell
Martin (Marty) Smith's insight:

I like this presentation as it seems more engaging, but it bears little relation to crafting stories in a business setting. I hear several problems over and over including:

* What we do is boring, no one will care.
* We don't have writers or storytellers on staff.
* We are too busy doing our jobs making widgets.
* No one does this in our space.

Excuses go on from there. Stories are how we learn best. Why then do we resist telling stories in a business setting. Do we really need to make things boring and uninteresting in order to make them "fit" in a business setting?

These "objections" are FALSE because:

* Everything is exciting when you explain it in story form.
* You may not have writers but you have storytellers. FIND THEM, grab a video camera or a phone with a video camera create a video diary.
* Your biggest job, no matter who you are, is to win hearts and minds, Stories, storytelling and online engagement is your job whether you realize it or not.
* No one is doing this in your space YET.

Great Scoop by Jack. Marty

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Optimize This: Why BRANDS Are The New SEO & How To Optimize Them

Optimize This: Why BRANDS Are The New SEO & How To Optimize Them | Marketing Revolution | Scoop.it

Optimize This explains that BRANDS are the new SEO and how, in a time when change is everything, creating, testing and surfing beats "optimization".

Speaking at Raleigh Jaycees tonight on why BRANDS are the new SEO and it is better to SURF and CREATE them than think in the old terms and ways such as "optimize" or "SEO".  

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Joachim Scholz, PhD's comment, January 17, 4:50 PM
Did I miss something, or was this just the little saying Haiku deck? There wasn't much info. What does the author mean by surfing the brand, do you know? I am honestly asking, not trolling.
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A Brand's Visual Storytelling Is A CSF (Critical Success Factor)

A Brand's Visual Storytelling Is A CSF (Critical Success Factor) | Marketing Revolution | Scoop.it

There is a well-known statement that brand isn't just a logo or a product. As well as brand identity isn't just a stationary set. It is much more.

Marty - Love looking into a brand's "galaxy". Faith Popcorn famously said we don't BUY brands we JOIN them. That statement seems increasingly true in this connected social time.

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DEMANDING BRANDS: Customers WORK Too - New TrendWatching Report

DEMANDING BRANDS: Customers WORK Too - New TrendWatching Report | Marketing Revolution | Scoop.it

Are Demands The New Rule of a New Marketing?
If experience is the new branding then DEMANDS may be the new marketing. The idea of creating friction in order to demand customers "do the right thing" seems a radical notion. 

A radical notion until you think about how much the SAME everything is, how bland, how NOTHIING. Any purchase is a collaboration, a special dance. As David Edelman describe so well in HBR (http://hbr.org/web/ideas-in-practice/aligning-with-the-consumer-decision-journey ) our new buy cycle is different.

Social media is changing demands made OF brands and now, as @TrendWatching outlines so well in this new report, cutting edge creators (manufacturers, brands companies) are creating exclusive clubs where all need not apply but where demands are the new rule of a new marketing. 

Social media changes buyers as they feel more informed, included and "let in". As the wall between THEM (customers) and US (marketers) breaks down we will search for collaboration and experience. Demand create deep collaborations fast since we (consumers) are only willing to fulfill demands we care deeply about. The bond a "demanding brand" can create run deep fast. Advocacy FOR demanding brands could last a lifetime. 

My favorite "demanding brands" include:
ChrityWater.org
Keva.org
Toms.com

From TrendWatching's examples my favorites are:

Organ Donation in South Africa
Blood donation in Victoria
Buy One Get Half (David Amerland)

@DavidAmerland has wrote about this trend in his What If We Had A New Value System for Goods and Services highly influential post:
http://bit.ly/17qUzdu 

Part of David's "new value system" is a fully informed consumer willing to help reallocate, transform and change by how they spend time, money and social capital. 

 

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Banana In Pocket Or Just Happy To Tell Brand Stories? Use Brand Storytelling to Make Customers Go Bananas

Banana In Pocket Or Just Happy To Tell Brand Stories? Use Brand Storytelling to Make Customers Go Bananas | Marketing Revolution | Scoop.it
Betabrand sells clothing with a quirky, California feel. The company has managed to turn a relatively small product line into an internet sensation by offering strangely appealing oddities (e.g., Disco Pants) and by encouraging customers to become brand storytellers by sharing photos and videos of their lives.

Via Brian Yanish - MarketingHits.com
Martin (Marty) Smith's insight:

Great scoop by BY and @MarketingHits

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The Stengel Brand Ideals & Sentiment Analysis of Keywords

The Stengel Brand Ideals & Sentiment Analysis of Keywords | Marketing Revolution | Scoop.it

How aligned is yoru brand to its "ideals"? When former P&G Marketing Director Jim Stengel wrote Grow: How Ideals Power Growth and Profits at the World's Greatest comanies he may have created the most important branding checkliss.


Stengel defined 5 Brand Ideals:

  • Eliciting Joy: Activating experiences of happiness, wonder, and limitless possibility.
  • Enabling Connection: Enhancing the ability of people to connect with each other and the world in meaningful ways.
  • Inspiring Exploration: Helping people explore new horizons and new experiences.
  • Evoking Pride: Giving people increased confidence, strength, security, and vitality.
  • Impacting Society: Affecting society broadly, including by challenging the status quo and redefining categories.
How do your band ideals map? What is your bran's main benefit? 

 

Martin (Marty) Smith's insight:

Thinking about how to use these 5 basic "brand ideals" to create a sentiment analysis tool for Curagami (http://www.curagami.com ):

* Joy.

* Connection.

* Exploration.
* Pride.
* Society (change the world).

Imagine a spider graph showing sentiment on each of those poles based on keyword usage. Trying to make reviews meaningful, social and visual.

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Martin (Marty) Smith's curator insight, March 14, 2013 3:45 PM

I use the Stengel brand ideals ove and over as a "report card" to inform HOW a brand should be marketing. 

Ferananda's comment, March 31, 2013 3:04 PM
Provide True Wealth.
Ferananda's curator insight, March 31, 2013 3:06 PM

For those who are authentically looking towards creating brands which are Good, True and Beautiful 

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The Camry Effect - Toyota Rocking Social Media

The Camry Effect - Toyota Rocking Social Media | Marketing Revolution | Scoop.it
Camry owners across the US were asked to share their special moments with Camry. With a sprinkle of HTML5, 200,000+ stories were created as part of the...
Martin (Marty) Smith's insight:

Toyotay Knows UGC
FINALLY a major brand ASKS for some User Generated Content (UGC) and cares. Amazing, of course it would have to be Toyota. Granted Pepsi ReFresh was pretty cool and there is a smattering of other big brands that seem to be getting it. 


We are also about to see the latest Super Bowl UGC, the yearly push to create an ad that will live longer than halftime and not show up on anyone's "worst ads of the Super Bowl" list. 

As The Great Social Customer Service Race proved most big brands aren't present on social when presence is answer their Tweets.


How Social Media Is Changing Customer Service 
http://www.atlanticbt.com/blog/social-service-how-social-media-is-changing-customer-service/  

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The New Ecommerce: Current Best Practices - Curatti

The New Ecommerce: Current Best Practices - Curatti | Marketing Revolution | Scoop.it
There is a new ecommerce creating new "best practices" such as: easy free shipping, new him, her, kids merchandising, social shopping & UGC conversations.

Martin (Marty) Smith's insight:

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malek's curator insight, August 20, 4:02 AM

Malcolm Gladwell’s classic book, Tipping Point,  identifies three unique kinds of people who make social movements possible: connectors, mavens and salesmen.

Brand advocates blend the strengths of a connector and a maven, 

  • a source of reliable information.  
  • ready to create content that influences a purchase.
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Red Bull, Media Companies & Curagami Scores via Curatti

Red Bull, Media Companies & Curagami Scores via Curatti | Marketing Revolution | Scoop.it
Red Bull's Branding Lessons taught us we are all media companies now. Curagami scores help content marketers understand how to attack a monster.
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Red Bull's Branding Lessons Redux: We Are All Media Companies Now - Curatti

Red Bull's Branding Lessons Redux: We Are All Media Companies Now - Curatti | Marketing Revolution | Scoop.it

We Are All Media Companies Now
Working on how to create community with our new tool (http://www.crowdfunde.com) has me realizing sometimes you write things that don't SUCK and whose meaning becomes more clear as we move forward in time. 

Red Bull's Branding Lessons: We Are All Media Companies Now is reading that way. Evergreen content? Not quite yet. We need to think and write some more, but glad to see shares continue to increase as that means we've touch a nerve.

Social shares increasing over time also means as new people come in they find the piece valuable and that is an indication the content's sell by date is still off in the future. I'm thinking on a Red Bull II. If you have suggestions for similar GET IT social or content marketing companies please share in comments or email to martin(at)crowdfunde.com.

Much appreciated and glad to provide attributions and links back once Red Bull Redux is written. Red Bull On. Marty  

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Only 28% Brands Can Measure Content Marketing ROI

Only 28% Brands Can Measure Content Marketing ROI | Marketing Revolution | Scoop.it

Almost two-thirds (63 per cent) of brands now have a dedicated content marketing budget, research from Bite has found, with 43 per cent of those surveyed saying content marketing was a board priority for their company

Martin (Marty) Smith's insight:

Yep, this infographic sounds and feels right to me. Fact I was surprised it was as high as a third :). Marty

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Tim Mustill's curator insight, March 18, 3:16 AM

No worse than print media imho!

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Red Bull's Branding Lessons: We Are All Media Companies Now - Curatti

Red Bull's Branding Lessons: We Are All Media Companies Now - Curatti | Marketing Revolution | Scoop.it
BANG Branding Changed Figuring out why branding changed is moot. Understanding HOW branding has changed is important. Brands used to create aspirations for customers as this 1958 Tide commercial demonstrates: Flash forward to this video from Red Bull TV: What happened? A: The web, Smart Phones, We Changed, Branding Changed. There isn’t ONE thing moving …
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BlairEvanBall's curator insight, March 12, 1:30 PM

Small company or large brand, we've morphed into our own media company.

The challenge especially for small companies is too develop a daily regimen to find, curate, and produce great content for their customers and audience. While at the same time running a profitable business.

 

FOCUS on those things that give you the highest return for your time.

 

The hugh upside for them, they like control and this gives them control to amplify their brand.

 

For those that don't like the fast pace of change, they'll like irrelevance even more.

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5 Tips for Mastering the Art of Brand Storytelling | Business 2 Community

5 Tips for Mastering the Art of Brand Storytelling | Business 2 Community | Marketing Revolution | Scoop.it

"One thing that many business owners and newcomers to social media have a difficult time grasping is the importance of a powerful story behind your brand. This isn’t just flouncy language and big words; it’s finding a legitimate, interesting and engaging way to put a personal spin on your brand’s conception, creation and journey to what your customers know it as today. Bringing your brand to the masses through a relatable and well-written story is one of the quickest avenues to capturing customer and fan loyalty."


Read the full article to find out more about these tips to provide a relatable and personalized story for your customers:

  1. Understand the art of fiction writing
  2. Know your story
  3. Create characters
  4. Create tension
  5. Give your customers the room to interpret

Via Kim Zinke (aka Gimli Goose), massimo facchinetti
Martin (Marty) Smith's insight:

Love these writing tips applied to Internet marketing. Perfect. 

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Lori Wilk's curator insight, December 26, 2013 7:23 PM

Having spent time working the for Walt Disney Company I know storytelling and characters help capture customers and a loyal fan base.

Alisha Shibli's curator insight, December 28, 2013 5:12 AM

A lot has been written and spoken about this. So may articles and paper and stories about how to tell a story. It is indeed one of the most crucial part of brand building and getting this right is most essential.

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Why Brands MUST Blog! [Infographic]

Why Brands MUST Blog! [Infographic] | Marketing Revolution | Scoop.it

Blogging Is Important For Brands because, blogging is one of the most important and trusted method to promote brands for many years.


Via Jeff Domansky, Brian Yanish - MarketingHits.com
Martin (Marty) Smith's insight:

Beyond The Stats
This is a great Blogging For Brands Infographic, but there is more to why brands must blog than stats. We live in a connected age when anyone can get to know anything.

Blogs create a sense of VOICE. They have a tone and a rhythm that communicates mountains of information about what a brand is really about. Blogs help supply the brand advocates any company depends on with social ammunition and fodder for their own blogs.

Blogs also react to what is happening NOW. If there is a national story an active blog is a great place to share your take. If there is a ripple in your brand's fabric a blog is a great place to iron out the wrinkle.

This is not to say that blogs are defensive. Blogs imply a promise - we will share on a regular basis and you (our brand advocates) can comment, participate and inform our efforts. Blogs say you are in this WITH US (visitors and brand advocates).

The collaborative idea of a blog can help a brand match its walk and talk, create a distinct tone and become a hub for all social marketing. Blogs are a must for brands and for many more reasons that captured in this excellent infographic.

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Well Connected Mom's curator insight, October 1, 2013 10:07 AM

People love to hear from people directly, not companies.  Trust can be built up faster for brands through the people, not corporate advertising.

xaltd's curator insight, October 1, 2013 7:40 PM

Nice infographic on blogging for business

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Big Brands Engage Customers For Hours via Curated Music Playlists

Big Brands Engage Customers For Hours via Curated Music Playlists | Marketing Revolution | Scoop.it

Why Engagement Is All The RAGE
Ever wonder why the tide turns? Two years ago we lucky few Internet marketers wanted HUGE numbers. We needed to pass millions by our webpages to convert 6% or less.

Times Are Changing
We don't understand the full impact or reach of Google's Panda and Penguin algorithm changes. Google isn't a leading indicator either. Google wants a better more relevant web because relevance lowers their cost and increases customer satisfaction. 

Customers (US) were at a tipping point before Google open their Zoo. We want MORE because more has been given. MORE and FASTER is the irony of modern marketing. Once an expectation is set that same expectation must be beat fast and in ever more significant loops or habituation sets in.

Habituation is only moments from being disgruntled and disgruntled customers do many things BUY and ENGAGE are never two of them. Google's Panda and Penguin algorithm shifts mirror the new game. 

Hearts & Minds = The New Game
In a time of abundance where versions of every commodity can easily come from a number of excellent sources, consumers change their ASK. We move from simple wish fulfillment to complex aspiration satisfaction. We want our EXPERIENCE of a brand to help achieve our dreams. 

Yeah but we all have to go to the grocery store to get food you may be thinking. Yes, but your smart phone is with you, laptop in the car and you were online moments before. Soon you will be online all the time (Google glass). 

Once we are online all the time every brand, business or service must win the digital communication battle to win our hearts and minds. Every product and service will need to harness the power of NEW, communicate and share. First grocery story to realize shopping for groceries is an experience capable of being integrated into our digital lives WINS BIG. 

 First brand to realize the EXPERIENCE can last for hours, as the examples in this excellent Robin Good post do, will win BIGGER. 


Via Robin Good
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Robin Good's curator insight, August 22, 2013 12:57 PM



While they may cost a few thousand dollars if commisioned through an agency, curated music playlist appear to be an emerging approach for big brands to develop a closer relationship with their fans.


From Nissan, to Juicy Fruit, Telus and Mr. Clean, there are already several large brands who have been investing in compiling dedicated music playlists to engage and stay in contact with their customers and potential ones for hours at a time. 


Songza (available only in the US and Canada) is one of the pioneering music distribution platforms monetizing this approach.


My comment: DJs and music experts may have yet to witness the opportunity to become fully part of the communication and marketing process of big brands by curating all of their marketing-related music needs.


Check out this article to learn more about it: http://www.6smarketing.com/blog/songza/ 






Richard Stadler's curator insight, August 23, 2013 12:51 AM

Another innovative way to reach your market...

Johel Mercado's comment, August 27, 2013 6:18 PM
prueba
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Is A Clean Slate Brand Coming TO CLEAN YOUR CLOCK? Social, Mobile and Hostile

Is A Clean Slate Brand Coming TO CLEAN YOUR CLOCK? Social, Mobile and Hostile | Marketing Revolution | Scoop.it

Clean Slate Brands Are Social, Mobile, Hostile 
Clean Slate Brands create instant trust, trade on instant global communication and connection and they play with the new tools some of the old bands hardly know exist.

 

Is it better to be a "clean slate" brand? Everything is in the execution, but it's better to ROCK the world no matter what if you are clean slate or putting a new face on "old and rusty". 

Clean Slate Brands are built for connection. They use social to amplify their message moving to incorporate an army of brand advocates as soon as possible with cool takes on old traditions, a hawk's eye on the feedback loops and a broken field runner's ability to change and change again. 

Branding is different and FASTER in our social connection economy, so whether you are "clean slate:" or "old and dirty" there are tips and tricks here to steal from the next generation of Coke and Pepsi.  

 


Martin (Marty) Smith's insight:

Cool Trendwatching post. These guys ROCK consistently. 

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Can Louis Vuitton OWN Travel? Maybe

Can Louis Vuitton OWN Travel? Maybe | Marketing Revolution | Scoop.it
With an increasing year after year Brand Value of $25,9 Billion, Louis Vuitton is the luxury brand with the highest Value according to Millward Brown rankings (http://millwardbrown.com/BrandZ/Top_1... (Clear, consistent, coherent: Power of a brand.
Martin (Marty) Smith's insight:

Louis Vuitton's Idea of Travel As Banded Experience
When you are smart enough to have Annie Liebovitz shoot celebrities in far off lands with crumbled Louis Vuitton bags next to them THEN you know your marketing has entered a new level of existential meaning. Brand as art and promise begin to transform and take over. 

Yes Louis Vuitton can own "Travel". 

 

This is not to say everyone will buy the pitch or the extra expensive bags, but it doesn't matter. Not everyone is required. In fact Louis Vuitton must operate on a many are called; few are rewarded plan to keep the "elite club" aspect of the brand alive. 

Don't expect to find Louis Vuitton on sale, at least not anything to do with the real logo (knock offs of something this good are inevitable and possibly helpful since those knockoffs make it feel like there is a rising tide of acceptance). 

The first thing Louis Vuitton knows better than most marketing teams are to play UP always and all others be damned. Many brands seek acceptance. Not Louis Vuitton. Acceptance beyond some paltry elite is actually damaging to the brand as it reduces its perceived exclusivity. 

Better to make people REACH a little, WORK a little to own the real thing. In most cases reducing friction between buyers and buying is a good idea. Not so much with an uber-highend brand like Louis Vuitton. Here you want friction as friction reinforces the elite positioning and fuels the story of those lucky few whose travel have become journeys and "luggage" exotic kitbags for sherpas. 

Louis Vuitton is GEAR and gear becomes imbued with "memories that appreciate" to quote Will Dean, CEO of the $100M Tough Mudder race experience company (see Experience Is The New Luxury Goods http://sco.lt/8Q87Kz ). Here is how the linked article (who English is a tad rough) describes Vuitton's approach.  


"Louis Vuitton masters its communication in a coherent way, adopting “The Journey” naturally as its product is per-se associated to the theme. But also, that the idea of a journey as a trip goes beyond giving it (Louis Vuitton) a deeper approach, to transport us to the brand’s own world, to a full experience with a spectacular capacity of innovation and experimentation inside the codes the brand has build for itself." 
(emphasis is mine)

I would add the brand becomes the keeper of the "memories that appreciate" while extending the promise of memories to come. The logo becomes a highway of memory and promise calling its promise of heroic journey and personal transformation bringing us back to the Maslow thing.

On our way to self-actualization we will pack our hopes and dreams in Louis Vuitton (see the beginning of that thread in Experiences Are The New Luxury Goods http://sco.lt/8Q87Kz), have our picture take by Annie Liebovitz and make memories that appreciate.

Funny Aside -read about the day I hung out with Annie Liebovitz as she signed books for my ex-wife’s store and never thought to have Annie take a picture of US (we took plenty of pictures of her, something she seemed to enjoy): http://scenttrail.blogspot.com/2008/05/meeting-annie-leibovitz.html 

 

 

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