Brands are obsessed with appearing cool; therefore, they capture and mine youth

The success of a brand depends very little 
on the actual product itself, and far more on 
brand identity.
In the late 1980s, it was widely thought that the 
era of the branded product was over. Price, 
rather than brand loyalty and image, seemed to 
be the method by which consumers were 
increasingly choosing their purchases. The 
1990s, it was believed, would be the decade of 
‘value,’ where consumers focused on economic 
rationale.
Instead, brands dominate today’s society in 
unprecedented ways. Far from shriveling into 
nothing, brands have, on the contrary, 
dramatically increased their power and prestige.
Behind this re-emergence and remarkable 
growth lies a crucial change in marketing and 
advertising. Rather than concentrate on their 
products, which could always be sold cheaper 
by competitors, companies sought to gain the 
advantage by pouring money into marketing, 
research, and cultivating their brand image. 
Today a brand’s success and possible market 
dominance depend on the ‘coolness’ of its name 
and logo rather than on what it actually sells.
The most successful brands are concept-driven 
and thus appeal to people on a more emotional 
and spiritual, rather than rational, level. Instead 
of being identified with a certain product, the 
brand aims to be known for a set of values it 
supposedly stands for.

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Nike, for example, spends very little on the 
manufacturing of their products compared to the 
amount it ploughs into advertising, sponsorship 
deals and marketing. Rather than just selling 
shoes and sports equipment, it promotes itself 
as an enhancer of people’s lives through sports 
and healthy lifestyles. It has even positioned 
itself as an organization that empowers women 
and Black people, a concept far removed from 
merely selling sneakers.
The success of a brand depends very little on 
the actual product itself, and far more on brand 
identity.