Your survey on brand valuations (Cover Story, October 1) made interesting reading, as it substantiated the view that marketing is nothing more than smoke and mirrors.
The brands featured (including those in the various charts) were memorable only in that they were products we could all do without.
None were life-enhancing, essential or even exclusive. In fact, if they were never advertised or promoted again, they would simply fade away. What value your brand equity then?
So, the secret of successful branding is nothing more complex then carpet-bombing advertising and marketing; beating the poor old consumer into submission.
Not what one would admit to as a noble calling, but it does keep the boy racers of NPD, design, corporate ID and advertising employed.