Branding in Canada

What we should be concerned about is how a brand makes a real cultural state manpowert. The sort of statement that the I am Canadian campaign made just as the Statesn cultural imperialism was making rather obnoxious inroads into Canadian culture. The root is that brands become icons by asserting an ideology. And these ideologies more often than non have strong political undertones. Sometimes, these ideologies are progressive, like Ben & Jerrys ? a tiny company that became famous in the US for its flower child founders speaking out against Reagans gunslinger, ?greed is good, ideology. Just as America was lauding its new, exorbitantly paid, W on the whole Street yuppies, Ben & Jerrys received republical squash for saying that their highest paid employees would never earn more than 3x what their net paid employees earned. Just as Americas cold state of war military muscle-flexing was peaking, they received national attention for launching intermission Pops and becoming the first company to donate a component part of its profits to companionable activist cause.

Or sometimes, these ideologies are non so progressive, like Harley-Davidson, a brand that came to prominence through its anti-feminist symbolism, its championing of male-dominated patriarchal values, and its channeling of zenophobia in the late 1970s and early eighties when it rallied against its Japanese rice burner competitors. But what all icons have in common is that they somehow spin a powerful fable to address a deep-seated mass-cultural tension at a particular moment of a nations history. What these tensions come from is social change?something thats always happening in a nations culture. When Reagans ?greed is good ideology took off, this caused all sorts of anxieties with progressive, baby boomer, Americans who eyeshot they were selling out their hippie ideals. When America started to outsource all sorts of factory labor to Japan in the 1980s, working men experienced all sorts of tensions and anxieties. Icons become icons... If you want to get a full essay, order it on our website: Orderessay

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