An Excerpt from the brand manager of Jack Daniels Australia: "... brands that follows trends, the brands that are always altering and updating themselves to fit specific markets etc. are the brands that will not be around in 10 years. At J.D. they make a 5-year marketing plan ad they stick to it, because they don't want to constantly fiddle with their product or its image."
"A past CEO of Guinness Brewery shared a similar story, saying that during this time he could increased the profits by around 20 percent by sweetening the beer and attracting a broader customer base, particularly females. But in the long run that would have been disastrous, as it would have destroyed the massive loyalty towards the brand that had been built up since 1759, so he blocked the proposed changes."
But the most surprising tip one can draw from 100 great icons is that - if all else fails, hope for war! A large number of the brands featured in the book won people's hearts through participating in the war effort. Look at Harley-Davidson, Akubra, Zippo, Burberry, Swiss Army Knife and Vegemite - these and many other brands gained international exposure and massive goodwill, and as a result reached the realm of icon, when they became part of war efforts.
Tags
'pixel man' 100 great alive ambient antoni gaudà architecture barcelona branding brands colors cosmetic food france freedom fries graffiti graphic icons author interest obsession on motion packaging performances perfume portable props red rubber self-identity sheedy space stage strokes visuals walls war
About Me:
- Working on:
proficiency in cs4 - Listening to:
Boards of Canada - Reading:
tutorials - Watching:
lynda.com
