Fractal mark

Fractal brand - The basic thesis of trend researcher Gerd Gerken (Die fractal brand, Düsseldorf 1994) is that the fragmentation of the markets in the future will require a brand that can keep pace with this fragmentation without dissolving at its core.

While the classic concept of the branded product is based on a clear and definitive profiling of the brand, Gerken advocates the thesis that the brand must represent polarity. It must correspond to the many worlds that take place in the consumer's mind at the same time. Gerken implemented this concept of clear ambiguity for the first time comprehensively with the cigarette manufacturer Reemtsma for the “West” brand (campaign started at the end of 1994).

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