Is 911 a brand?
Sure it is. As soon as I mentioned it you had a bundle of attributes, images, prejudices, and memories fly into your mind. You probably remember where you were the second you found out about it. You know what it represents both to the producer and the target. (victims)
The 911 brand has massive awareness. You don’t get launches much bigger. It dominated the airwaves for 2 weeks with unpaid media. This is exactly what 911 was. It was a launch. Albeit of a terrorist cell.
But what does 911 mean to you and me? It means fear. What does fear do? It builds prejudice. Isn’t this what marginalised minoroties are fighting against?
When you launch, be clear with your message and what that builds. Once a brand takes meaning in the mind it is very hard to change.
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