The second stage in the evolution of brands. With increasing competition from mass production, mass advertising, and mass media in general, the need for brands to be more than an object came along. At this point, it wasn’t enough to simply have a logo that was recognizable and a product that was available in stores. Brands now needed to compete for mindshare. As consumers and marketers have grown more sophisticated, it is not enough to simply be known. Companies and products must stake out a claim on an area of the popular imagination and exist as an “idea.”