Douglas Rushkoff - Part of an icon's power comes from its indivisibility. The swoosh cannot be f...

Douglas Rushkoff Zitate

Part of an icon's power comes from its indivisibility. The swoosh cannot be further deconstructed into its component parts. Just as golden arches mean McDonald's, and the little red tab means Levi's, the swoosh is Nike. The product is its icon, inseparably and without exception. To buy a pair of Nike shoes is to buy the Nike swoosh.

Douglas Rushkoff

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Deutsche Übersetzung

Ein Teil der Kraft eines Symbols beruht auf seiner Unteilbarkeit. Der Swoosh kann nicht weiter in seine Bestandteile zerlegt werden. So wie goldene Bögen McDonalds bedeuten, und die kleine rote Registerkarte Levi bedeutet, ist der Swoosh Nike. Das Produkt ist sein Symbol, untrennbar und ausnahmslos. Um ein Paar Nike-Schuhe zu kaufen, muss man den Nike-Swoosh kaufen.

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