The Cambrian Explosion of Brands

With the advent of mass media in the 1960s, immortalized in the TV series Mad Men, the pace of brand introduction, sophistication, and importance accelerated dramatically. The world has witnessed a “Cambrian explosion” of brands. The digital revolution of the twenty-first century with cheap mobiles,...

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Bibliographic Details
Published inGlobal Brand Strategy pp. 1 - 13
Main Author Steenkamp, Jan-Benedict
Format Book Chapter
LanguageEnglish
Published United Kingdom Palgrave Macmillan UK 2017
Subjects
Business strategy
Cambrian Explosion
Corporate Social Responsibility
Global Integration
Purchase Decision
Sales & marketing
Strong Brand
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Summary:With the advent of mass media in the 1960s, immortalized in the TV series Mad Men, the pace of brand introduction, sophistication, and importance accelerated dramatically. The world has witnessed a “Cambrian explosion” of brands. The digital revolution of the twenty-first century with cheap mobiles, big data, social media, and global connectivity has further accelerated this process. Brands have become ubiquitous in today’s marketplace. And analysis of the annual rankings of the world’s most powerful brands by consultancies Brand Finance, Interbrand, and Millward Brown confirms that the strongest brands in about any industry are almost invariably global brands.
ISBN:9781349949939
1349949930
DOI:10.1057/978-1-349-94994-6_1