Advertising and Packaging »
Posted By Andrew_Faridani 8 months, 3 weeks ago in Business & FinanceFor most of the twentieth century, advertising was branding. It is still a critical tool for shaping how brands are perceived. James B.Twitchell, in Twenty Ads that Shook the World, describes the Absolut vodka campaign that began in the 1980s, and the effect those ads had on the world' s ideas about vodka. The clear, almost flavorless spirit went from being an undistinguished, fairly generic form of alcohol to one of the most desirable, glamourous, and differentiated drink categories, practically overnight. Although he understates the role of product quality (Absolut is purer than other vodkas, and distilled by a slightly different process from most other brands), Twitchell rightly attributes the brand's success to its triumph in advertising and packaging.
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