Schumpeter: It's the real thing

摘要

Businesses have always told stories about their products. But in recent years they have become particularly verbose, bombarding consumers with any small detail that might enhance the brand. Shoppers at Whole Foods can peruse scintillating biographies of the chickens they are about to casserole. Prospective Tes-la drivers can learn not just about the cars' specification and performance but about the principles of a stator rotating magnetic field. Guzzlers of Blue Moon beer can soak up its proud heritage, stretching back to, ooh, 1995, and read about its creator's brilliant idea of garnishing each glass of the ale with a slice of orange.