The New Brand FCUK


A quote from last week's Guardian article on the withering value of the FCUK brand…. basically, when the brand is weakened and the ads aren't so persuasive, people start to notice that the product is, well, a bit shit.Rita Clifton, chairman of brand consultancy Interbrand: 'As the [FCUK] joke wore thin, it no longer had that type of emotional hold over consumers and when the emotional hold becomes weaker of course things like product inadequacy or lack of perceived value, all these things come into play'.

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