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Brand wars will spark `cynicism' and `revolution'.

Document Cited in Related
Vincent
AuthorPrickett, Ruth
PositionBrand management - Brief Article

Firms told to find new ways to market their key brands.

Strong ethical brands are emerging as the key to business success in a future where knowledge is increasingly widely available and firms are under pressure from customers as well as competitors. And managing these brands will depend on strategic use of design and constant innovation, according to speakers at Design in Business Week 2000.

Marketing these brands will become ever more complex as consumers are bombarded with information and businesses find new ways to advertise their products at home, at work and in the streets. But the opportunities are offset by the threat that this overload will make people increasingly cynical about claims and brand loyalty will disappear.

"If companies could see where the internet is taking them, many would want to put it back in Pandora's box," warned Will Murray, author of Brand Storm. He argued that word of mouth will become far more important than advertising and this will come only from excellent service or ethical virtue. "If you cut your company in half, does it read customer?" he asked.

Matthew Taylor, director of the Institute for Public Policy Research, agreed that social responsibility was vital, but stressed that it is not the job of companies to solve world poverty or global warming. "Too many brands promise too much," he argued. "This...

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