the deliberate lie a company tells consistently enough that it becomes true.
means the long-term plan for what a brand stands for, who it's for, and why anyone should care beyond the product itself.
from emerged as a distinct discipline in the 1980s-90s when companies noticed that coke and pepsi tasted almost identical in blind tests yet behaved like religions in the market, so marketers stopped selling soda and started selling identity.
apple think different — 1997 campaign repositioned a near-bankrupt company as rebel genius
nike just do it — 1988 slogan sold identity, not shoes, for 35 years running
patagonia dont buy this — 2011 ad urged less consumption, sales rose anyway
de beers diamonds forever — 1947 line invented the engagement ring tradition wholesale