The inertial consumer

global brands

You had a temper like my jealousy:
Too hot, too greedy.
How could you leave me,
When I needed to possess you?
I hated you. I loved you, too.

Kate Bush, Wuthering Heights

A strange contemporaneity. While prominent scholars, bloggers and know-it-all guys are explaining us how brands move the world economy (No logo was published 13 years ago), brands are severely fighting to understand consumers. And let me a bit interested…

Like in the evocative Kate Bush’s song, brands are asking “How could you leave me, When I needed to possess you?“. Private labels uprising, local products or the old ugly competition threaten brands daily.

I am fiercely sure that we should study less the fashionable phenomena like Apple i-stuff success and focus more on case like Lotus Smartsuite, Commodore or RIM Blackberry’s struggle to survive. If history could teach something, it is the fragility and sudden fall of whom nurtures himself in the “rentier syndrome”.

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