Brand Zone
“What if Modernization is nothing but added value? Added value, on the one hand, is the resulting economic benefit of innovative combinations of technologies or services; on the other, it is the value vested in a product’s identity, which stirs the consumer’s imagination and elevates his status. Added value is an essential dimension of productivity that can be increased and consumed almost without limits. The most rapidly modernizing society – ours – is also the one which claims to produce most value. Six times more wealth has been created since World War II than in all of previous recorded history.”
Hosoya, Hiromi and Schaefer, Markus: “Brand Zone”. in: Rem Koolhaas et al. (eds), The Harvard Design School Guide to Shopping (Köln: Taschen, 2001), p.164-173
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