A point Naomi Klein has generalized and argued at length. A Guardian (UK) writer summarized it as follows: `...advertising today is not merely about selling products; it is about selling a brand, a dream, a message. So Nike's aim is not to sell trainers but to "enhance people's lives through sports and fitness". IBM doesn't sell computers, it sells "solutions". And as for Polaroid, well, it's not a camera - it's a "social lubricant". You sell the message of your brand, not your product, and you can expand as widely as you like. As Richard Branson says, you "build brands not around products but around reputation" - and leap from record shops to cola to banking to trains.'
On Mon, 12 Mar 2001, Carl Remick wrote:
> >1) When did the use of "space" illustrated in the quote below become
> >common?
>
> The exact same day that office equipment vendors stopped selling
> machines and started selling "solutions." "Space" and "solutions" go
> arm in arm in all sorts of corporate announcements these days -- one
> of the best pairings since blackboards and fingernails.
>
> Carl
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