Lack of substantive product understanding forces us to rely increasingly on the image a producer pays to propagate.
|Some marketing messages amount to little more than
|"Image" competition favors companies large enough
to hire the top cognitive competitors.
|Companies that can afford the top package designers can
"say" things that can't be argued with.
Just getting products displayed on store shelves can cost more than smaller competitiors can afford.
|The size of a company's advertising budget can be a crucial
determinant of its success.
|Cognitive product competition extends throughout our contemporary "mindscape."|
(c) COPYRIGHT 1994 ROBERT WINTER. ALL RIGHTS RESERVED.