AsianSensationK
- 186
- 1
Actually, yes, this is the best way to phrase it. A brand is most like an emotional experience, or an attitude. There isn't a lot of relevant stuff conveyed in a brand name. But they're powerful things because of how people think.twofish-quant said:There's really very little information conveyed in a brand. A lot of emotion, but very little information. Coca-Cola is a powerful, powerful brand. It's just fizzy water in bottles. But Coca-Cola tastes *great!* Hmmmm... Could it be that it tastes great because you see so many commercials convincing you that it tastes great
I have a quote in my marketing book from the CEO of McDonald's basically saying, "If we lost every single asset on our books today through some freak disaster, we would still make tons of money because of our brand. We could borrow what we need, and continue business with relatively little trouble. Heck, we could give you every single asset of ours, keep our brand, and still make more money than you this next quarter."
I believe it. They have to make more money somewhere in order to meet their budgets.And the money that you get from donations go into glossy brochures that convince everybody else that the brand is cool. However, the trouble is that to maintain a brand, you need large amounts of cash, and most of the major elite universities got hit really, really hard by the financial crisis. Harvard lost $5 *billlion* and MIT lost something like $2 *billion*. It's much worse, because they were counting on 15% growth for money. If you end up with 3-5% growth, everything falls apart.
My argument is that in the next three or four years, it will become obvious that MIT has to do something really radical to survive.