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In what way does brand positioning advance the human condition or actually improve the world? What does "communication professional" even mean?

• tilsammans 13y ago
  > In what way does brand positioning advance the human condition or actually improve the world? Assuming you are actually interested and not trolling: properly positioning a brand before a global audience makes the world smaller, and can bring people closer. Say you are visiting a foreign country. You might feel lost, nobody speaks your language, you are walking around kind of taking it all in. Being confronted with a brand from home can reduce some anxiety. It's an anchor point, and anchors are safe. If you're hungry, you can walk into a McDonald's and point to things you know will feed you. Leaving nutritional value out of the conversation, the brand value is positive. The same goes for all consumer goods. Brand recognition reduces stress, and allows people to see the entire globe as a village. As this beings people together, I see that as a positive. > What does "communication professional" even mean? A person who works in marketing, media, corporate communication, or design. A person who gets paid to communicate a message.
  • Sagat 13y ago
    So your idea of making the world a better place is to modify other cultures until they are familiar to you? According to your post, your ideal world would be filled with copypasted cities, themselves exclusively populated with chains and products that are familiar to Americans; all of this so that Americans travelling abroad feel less anxiety. A nirvana for the heads of American multinationals but a nightmare for everyone else. Imagine if the entire planet was like an airport mall. You'd have a ton of "brand recognition" but not much else. Brands do not make people feel that there is a "global village". They do not create a sense of cultural belonging or strengthen relationships between individuals. Buying things does not make you reach out or empathize with others. Advertisers frequently try to associate products to concepts such as freedom, sex, friendship but this connection is artificial and manipulative. At best, brands elicit a sense of loyalty that pushes consumers to purchase the same products over and over again out of habit. This loyalty can be highly dangerous: a lot of people get health problems because they are regular patrons of fast food chains. In fact, most brands actually increase stress. One of the usual marketing goals is to create a need in people that didn't exist before. This can be achieved through fear, making the consumer feel inadequate or inferior if they don't own the latest items. This is especially prevalent in the fashion industry. Creating additional needs is the opposite of stress reduction.