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2017 | OriginalPaper | Chapter

1. The Cambrian Explosion of Brands

Author : Jan-Benedict Steenkamp

Published in: Global Brand Strategy

Publisher: Palgrave Macmillan UK

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Abstract

With the advent of mass media in the 1960s, immortalized in the TV series Mad Men, the pace of brand introduction, sophistication, and importance accelerated dramatically. The world has witnessed a “Cambrian explosion” of brands. The digital revolution of the twenty-first century with cheap mobiles, big data, social media, and global connectivity has further accelerated this process. Brands have become ubiquitous in today’s marketplace. And analysis of the annual rankings of the world’s most powerful brands by consultancies Brand Finance, Interbrand, and Millward Brown confirms that the strongest brands in about any industry are almost invariably global brands.

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next chapter The COMET Framework: How Global Brands Create Value

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Title: The Cambrian Explosion of Brands
Author: Jan-Benedict Steenkamp
Publisher: Palgrave Macmillan UK
Book: Global Brand Strategy
Print ISBN: 978-1-349-94993-9

Electronic ISBN: 978-1-349-94994-6

Copyright Year: 2017
DOI: https://doi.org/10.1057/978-1-349-94994-6_1