Brands are like theater
productions. Every detail counts: plot, setting, protagonists... Most often,
the story lines are classics, tapping into shared cultural knowledge and
meaning, yet the consumer allows the producers (brands) to take liberties, as
the five North American examples show: then – concubine, now – (alive)
storefront lingerie model; then – saints or gods; now – soccer stars; then –
temple; now – retail concept; then – prima ballerina; now –supermodel; then –
wonderland; now – real estate agency.
