REVITALIZING BRANDS
Norman C. Berry
(Founder and creative head of Ogilvy & Mather's successful London subsidiary, Davidson Pearce Berry & Spottiswoode)
2038
Abstract
The Birth of Brands A hundred years ago there were no brands to revitalize … because there were no brands. Market leverage was held securely by wholesalers, who determined what retailers should sell and what and how much manufacturers should produce. There was little difference between the various manufacturers and producers of soap, coffee, rice, or any other product. One manufacturer's product could easily be substituted for another's, not because they were all equally good but because they were all equally inconsistent.
Citation
Berry, N.C. (1988), "REVITALIZING BRANDS", Journal of Consumer Marketing, Vol. 5 No. 3, pp. 15-20. https://doi.org/10.1108/eb008228
Publisher
:MCB UP Ltd
Copyright © 1988, MCB UP Limited