Is it bye-bye time for big branding?

摘要

Consider the venerable industrial brands that were dominant 50 years ago. Now look around, OK, there are a few giants imaginatively reinventing their brands. Take General Electric Co.'s "Ecomagination" initiative to develop a raft of environmentally conscious technologies, an eco-friendly positioning strate-gy that other companies—including oil company BP, car maker Honda Motor Co. and chipmaker Advanced Micro Devices—have recently embraced to varying degrees, But am I the only one who feels—it's a visceral feeling, exactly how "brand" is supposed be experienced—that long-range, multiyear, b-to-b branding efforts have taken a back seat to tactical campaigns around new products?