Posts Tagged ‘banking crisis’

Horsemeat scandal highlights purpose of brands

by Alex Benady

One of the fascinating aspects of the current horsemeat-in-your-lasagne scandal is that it takes us back to the original purpose of brands. With echoes of the banking crisis, it has tarnished trust in brands that has taken nearly a century to build. It’s yet another blow to the reputation of ‘business’ generally.

In recent decades, society has viewed brands primarily as vehicles for personal expression. They have been used by consumers to make statements about themselves, the kind of people they are, their aspirations and limitations.

But the first fmcg brands emerged in the Victorian era, not to express lifestyle choices, but to reassure consumers about the provenance of their foodstuffs. (more…)

This blog is about all the things that inspire us as we make brands beautiful: insights and ideas, points of view, fabulous work, nascent trends - all the things that excite us and help us to see new possibilities for the brands we work on. So please enjoy, add your comments, forward the link, and come back and see us. We’ll be posting regularly.