Posts etiquetados ‘Intangible’

The eternal battle between perception and reality is fundamental to understand the value of things not seen or touched. The intangible.
The advertising business creates intangible assets, gives a quality to things that had none before, change the perception of reality for consumers.
You can add a symbolic value to things without physically altering them, in fact, the world we live in now, ignore the physical characteristics of things and still consider them real.
We do business, talk to people, buy products and the vast majority of the time we do not know them physically. We maintain relationships with suppliers for years and never seen them. We charge and use money that never physically sees.
The physical is not necessary anymore for something to exist or have value.
In Canada, Shreddies cereal brand, which are squares of wheat with added vitamins and iron, totally changed the perception of its cereals offering a new view a slight angle, causing the pictures to look like diamonds and call them Shreddies Diamonds. Absolutely nothing changed in the product, but consumers’ perception of it. At least emotionally the cereal ceased to be square and turned into a diamond.

In Europe, around 1812 and 1813, Prussia went to war with France and the crown of Prussia asked the wealthiest families to donate their jewelry to finance the war. In exchange, they were given replicas of the same jewelry but made of cast iron. For the next 50 years, the jewels of the highest rank and value in Prussia were not made of gold or diamonds but cast iron and also carried the inscription: “Gold Gab Ich Für Eisen” “I gave gold for iron.”
The value of the jewels was emblematic, symbolic, not depend on its physical material, but its emotional value. Wearing these gems amounted to saying: “I come from a family who sacrificed for their country and made a great effort for it.”
Intangible value.
Today it is more important to recognize the value of what already exists, instead spending resources to create something totally new.

Since the saying goes: There is nothing new under the sun.
I would add: But there’s always a new angle to look at the same familiar things