Interesting definition of brand as being about reality . How brand’s interact with everyday life, how they enhance our lives. When well formulated they are what we engage with e.g. Tesco’s “Every little help” .
Some of the more aspirational, attitudinal brands will be shaken out by the recession as demand for their product declines. The brands that will survive have a built a deeper enagagement with our lives. For example Coca-Cola provides us with a happiness factory entertainment, music, etc..
Really this is no more than a tautology as those brands with deep pockets build deep relationships that can survive a recession because they have deep pockets
