Branding: Yours, Mine or Ours

An article in the NY Times looks at how the marketing industry seems to have become obsessed with using the word “my”, “your” and “our” in advertising slogans and names of brands. Allen Adamson gets to the heart of it:

“Brands are becoming more personalized and customized because consumers want brands on their terms,” said Allen Adamson, managing director at the New York office of Landor Associates, a corporate identity consulting company owned by the WPP Group.

“Having it your way applies increasingly to all brands,” Mr. Adamson said, referring to the longtime campaign theme for Burger King, which has recently been revived. “It’s only natural that advertisers try to flag that they are more about serving up your brand on your terms.”

Nowadays, It’s All Yours, Mine or Ours – New York Times