1. The same, but different
- Author
-
Sheridan, Kevin
- Subjects
Brand name products -- Marketing ,Computer software industry -- Marketing ,Advertising, marketing and public relations ,Banking, finance and accounting industries ,Business ,Quicken (Personal finance software) -- Marketing - Abstract
The symbiotic relationship between commodification and branding in banking is exemplified by the marketing effort for the financial software Quicken. While press releases focus on the product's brand identity, marketers aim to commodify the service by offering it not only to different banks but also to other financial services providers, including brokerage houses and insurance firms. Essentially, Quicken can be thought of as a commodity that is a brand and also a brand that is a commodity. It is also simultaneously a product that is a service and a service that is a product. Such hybridization is the wave of the future., A confession: I live for moments when the Zeitgeist is manifested in a telling flash of real life. OK, so I also live for Seinfeld and pre- Titanic Jim Cameron [...]
- Published
- 1998