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McBrands

In: Sonic Branding

Author

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  • Daniel M. Jackson

Abstract

One brand, more than any other has shown us that trademarks and brands are different. This brand set the agenda for how we perceive brands today but it took 40 or more years for the lessons to filter through and even now, the branding industry is dominated by businesses that sell graphic design and trademarks… but not for much longer. The brand that helped the world see that a name, design and trademark were just elements of a brand and not the essence of a brand was growing slowly and quietly at the same time and in the same place as Landor Associates. During the 1940s and 1950s, largely unknown to the marketing fraternity, a new, great brand was being bom in the sunshine state of California. It too rode the economic boom of the post-war years but it and a few contemporaries were to set a new agenda for creating and defining brands.

Suggested Citation

  • Daniel M. Jackson, 2003. "McBrands," Palgrave Macmillan Books, in: Paul Fulberg (ed.), Sonic Branding, chapter 0, pages 60-62, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-50326-7_10
    DOI: 10.1057/9780230503267_10
    as

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