'Cult Brands' [paid subscription required], the BusinessWeek/Interbrand annual ranking of the world's most valuable brands was published on 9 August 2004.
The rise of brands appears to be in direct proportion to the waning of major social and political movements. (The one issue movements that have also risen in their place are as much about branding and personal identity as they are about effecting change.) It is pretty sad when an Ikea shopper who "writes about everything from the 12 cents ice cream cones in the store cafeterias" is celebrated in the context of future of business.
Where has the concept of leadership gone in the corporate world, exemplified by companies investing in new products and services they believed would be the future, rather than pathetically tailing consumers?
I used to resent the Cupertino-centric arrogance of Apple Computer. Today, by comparison, it feels like a breath of fresh air. And Apple still manages to innovate and create new markets for itself.
Published (somewhat shortened) as a letter in International -- Readers Report on 6 September 2004 [paid subscription required]
Comments