In Brands We Trust


Add to Cart

After “OK,” “Coca-Cola” is the most widespread word in the world. How did branding evolve into a global shadow force that packages lifestyles, commodifies personal values, and stands in for cornerstone cultural institutions?

In this provocative program, Saatchi & Saatchi Worldwide’s Kevin Roberts, Chanel’s Jacques Helleu, anticorporate crusader Naomi Klein, and others astutely address the concept of branding, its history, its impact on youth, key visionaries, and the convergence of brands and culture. A significant backlash against branding is also discussed. Coke, Nike, Chanel, Apple, and Benetton are spotlighted, and many other brands are touched on.

Video Segments

1. Brands: Democracy or Propaganda? Brands are points of reference in a fast-paced world; signals in which we define ourselves. Some see brands as signs of democracy, others as propaganda.
2. Ads Give Voice to Brands Ads extend brand power by giving it a voice. Brand becomes a cultural infrastructure. Behind every great brand is a strong idea. Coco Chanel reflects feminine beauty's rise to power and liberation.
3. Stories Behind the Label Successful brands stand the test of time. Brands tell a story that appeals to the mind and heart. Great brands connect past, present and future.
4. Computers Become User-Friendly Steven Jobs moves Apple computers from the office to the home by making them more user-friendly. Advertisers build on respect and ad emotion.
5. The Century of Brands There are few brands at the dawn of the 20th century. Coca Cola evolves from medicine to a drink. Ads become powerful tool in reaching people. Pace picked up after WWII.
6. Brands: TV and Sports Figures In the 1950s TV had a major impact on the evolution of branding. Michael Jordan and other sports figures emerge as heroes of marketing as Nike gains success "selling sports."
7. Importance of Brand Images IBM changes from selling computers to selling solutions. Brands are concerned with their images as much as their products. Did brands lose their original authenticity?
8. The Gospel According to Brands Ads act as a mirror, reflecting people's needs and desires. Brands have become "household gods." "Coca-Cola" is the most widespread word after "OK."
9. Individualism and Ads Individualism is a trend on which major brands are built. Brands are a symbolic way of standing out. They target children and adolescents because they are uncertain of their identity.
10. Ads and Generation Y Teens use brands as their identity. They wear logos to belong to a certain group. This generation was brought up on brands.
11. Ads Target the Young Today's youth are bombarded with slogans and logos from birth. They are proof-positive of the hold brands have on individuals.
12. Popular Icons in Advertising Brands create meaning by recruiting cultural and popular icons. Clothing companies capitalize on the energy of sports. Brands communicate orders, values and ideologies.
13. Ads and Spirituality of Commerce Certain brands aim beyond commercial framework into realms of philosophy and spirituality. Private companies can put a brand name on a country.
14. Brand Names and Causes Some brands like Benetton attach their product to political causes. Can exploitation by businesses dilute great ideas? Branding treats ideas as commodities.
15. Branding in the Political Arena As politics shrink, branding has filled the abyss. Could the economy become our political, religious and moral model?
16. Rebelling Against the Brands The branded generation grows up and rejects it. Young people are reclaiming the idea of unbranded space.
17. Society's Need for Public Places Brands meet short term need, but people continue to look for values elsewhere. Society needs to have public places to communicate instead of being controlled by images.



Grade: 9-12

In Brands We Trust (DVD)
© 2002
Time: 52 Minutes

Product Total: $0.00