Impresionante Wolff Olins.
Brand = Platform
Brands started as a stamp on a product, and became a gadget designed to get people to buy, an emotional lever. Now they’re becoming something bigger and different. Brands are becoming platforms.
Brand = Link
It’s not just individual customers who use these platforms. Other organisations do too, and brands increasingly link organisations together. The corporation of the new century is more like a constellation, and brand is becoming the link, the multiplier.
Brand = Theme
As brands become platforms and links, they get used and abused. People want to make them their own – which means they may no longer be the same everywhere. Brand becomes not one tune, but a theme with variations.