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The Consumer |
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We've seen what producers do in their struggle to define the meaning and promise of the brand relationship. But what can customers do? Do brands rule consumers, or vice versa?
A customer's first option is apathy. "Just ignore it." Sellers have to expend a lot of energy to grab buyers' attention, and brands are becoming harder than ever to ignore. Brands are more prevalent in our lives today than they were in the 1980s and 1990s, but as consumers, we still want to believe that we are not influenced by brands, or that, in any case, we are free to make choices between competing brands.
It's well known that competition makes a brand grow stronger. A brand that's number two (or number one with a chaser) has to prove itself constantly.
Customers critiquing big brands is nothing new. People have enjoyed wearing T-shirts with rude variations on famous logos since at least the 1960s. Organizations such as Adbusters have gone one step further, doctoring billboards to subvert the corporate brand message. Though such actions are criticized as juvenile and illegal, the fact is, they draw attention to the hypocrisy and cynicism of some brands' advertising, and are remembered by both customers and corporations |
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