Well, 2008 certainly opens up a whole new set of rhyming opportunities.... great, straight, fate, mate... but mostly the year opens with a refreshing sense of foreboding rather than the usual optimism. With an American credit crunch, threatening to wipe millions of dollars off anything that moves, there's a sense that the current economic climate is distinctly stormy. What a great name though, the credit crunch... a fabulously doom-laden moniker.
In tough times, brands tend to polarise around either mass or luxury, which is going to make things difficult for products clinging to the magnetic middle and offering 'massclusivity.' More, no doubt much more, on this in the weeks to come
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