In Pavitt's article, she discusses the power and effects that a brand has on individuals. She states that a brand or logo has the power to cause happiness, power, or even fear to others. In a way, branding is used today in our society to show individuality and personality. Quoted from the reading, "Each of us in this room is a walking compendium of brands," is very much the truth when one stops and thinks about it. In everyday life, everyone wears different clothes and has a unique style. All of this is accomplished with the help of brands. Certain brands may be known to give off a strong and athletic feel, whereas another brand may be more preppy. Once brands are known to give have and give off a certain aura, the consumers that are interested in that certain look will flock together and buy that brand. Each brand has a general target, whether it be an age target or gender specific target. And those that are targeted are what keeps the company and its' brand alive.
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'No Logo' - Naomi Klein
Naomi Klein's article focuses on what a brand is whilst being compared to a product. She writes that, "the difference between products and brands is fundamental. A product is something that is made in a factory; a brand is something that is bought by a customer." She goes into more depth that products become known and popular with the addition of a brand, or logo. You cannot make a brand in a factory, because a brand is something that is created in the mind. Klein states strongly at the beginning of her article by stating that in America, we tend to focus heavily on brand management, how to market the brand, and how to keep it alive. The article goes on to discuss about various levels of brands, such as higher class well-known brands versus lower ones like Wal-mart. Although on different levels, with the help of good marketing strategies and brands, they can become successful.
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'Bing! It's Fabien!' - John Seabrook
This article differs from the previous two as this once focuses on one person, that being Fabien Baron. He is known to most in the fashion world as just Fabien. The saying that says "you need to let some oxygen in here" is what Fabien is known to do. He has helped breathe air and life into popular companies such as Italian Vogue, and the Harper's Bazaar. He has received much great praise from many critics, one case being for his Didot typeface which he known quite well for. Anyone that has come in contact and worked with Fabien all agree that he is amazing and a genius. The article, originally in "The New Yorker," enlightens readers on Fabien's many great accomplishments and praise. Furthermore, one example of a well-known company in today's society that has come in contact with Fabien is Calvin Klein. Fabien is actually in charge of the advertisements for them and one can see clearly as to how well and popular Calvin Klein is today. Branding, marketing, design, and more is all crucial to survival for any company in today's world. Without something that is new and attractive, it will most likely slowly disappear.
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