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Article
Publication date: 1 March 1997
Jean‐Marie Dru and Robin Lemberg
A top advertising strategist describes how companies can transform brands by defying conventional wisdom.
278
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Article
Publication date: 1 March 1997
We know their names, their slogans, the colors of their logos, even the shapes of their packages. Think of the curve of the Coca‐Cola bottle, the motion implied in the Nike…
275
Abstract
We know their names, their slogans, the colors of their logos, even the shapes of their packages. Think of the curve of the Coca‐Cola bottle, the motion implied in the Nike swoosh. Sometimes their images linger long after the real thing is gone. Sure, there's more than one way to make a brand indelible. The question is, what does a company do with a brand after it makes its mark?