One World.
But One Vision of Many...
One world, one economy. That may yet still be an exaggeration, but it has never been more apparent than over the last year or so how small our world has become. The term global doesn’t quite seem so large and ominous as it once was, and while your vision may be the most important to you, it is only one of many brands that exist in this world. Rarely do these live by themselves, rather they belong to a greater whole, a community, be it large or small. Ours is a world made up of communities inside other communities inside even larger communities, each made up of a myriad of ideas and brands to which we the consumers - the citizens - of these communities align ourselves with. They become the choices that define us and our lifestyles, and when we choose a brand we are choosing a reality, and we are creating a quality of life, one made up of many truths both real and counterfeit.
David D’Alessandro, in BRAND WARFARE, suggests that our’s is a “new economy, a marketing economy, with the consumer firmly in charge.” A new economy brought about in part by the unlimited access to information about “an exploding number of brand choices for consumers, in almost any product category.” Furthermore, he states that “consumers who have that many choices are ungovernable, especially by despots. Choice teaches consumers to make increasingly fine distinctions between what they like and what they don’t.” Ergo, in the minds of the citizens of your world, your brand is simply a choice.
In a landscape of choice, how does one make the best decision?
