Thesis 5
Brands need to offer emotions, identities, attitudes.
Brands until 1990
(industrial middle class based on materialism)
Brands after 1990
(based in cultural field and communities)
21st century brands are all about cultural value.
Brands need to offer
emotions, identities, attitudes.
Brands until 1990
(industrial middle class based on materialism)
Brands after 1990
(based in cultural field and communities)
21st century brands are all about cultural value.
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