If you’re not sure what you should wish for your brand in 2009, I have a suggestion for you to consider.
NEW THINKING
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Martin Lindstrom, Author at Branding Strategy Insider - Page 7 of 12
How come some brands are great, while others just manage to be good? Is there a trick up the sleeves of those great brands – a trick that good sustainable brands can adopt to become great household names?
A multiple choice question: is Land Rover British, German or American? Or none of the above? That’s right – it’s Chinese. The Shanghai Automotive Industry Corporation (SAIC) recently acquired the brand and the rights to all its past models for US$140 million.
Ben Cohen and Jerry Greenfield were long-time friends and hippies when they established Ben & Jerry’s Ice Cream. True to the hippie-dom of which they were a part back in 1978, their brand continues to be driven by a well-informed social and ecological conscience.
Whenever I flick through my old vacation pictures, I tend to recall past holidays as being much better than they sometimes were. The break I had in Bermuda that was packed with disasters; or the holiday in Cebu where nothing seemed to go right…I remember them all as being perfectly pleasant. It’s amazing how ten years or so can affect your perceptions.