Interesting stories about famous brands
The older and more visible business, the more myths associated with it. Several truthful and not stories associated with different brands and give these brands some human history.
Country: United States
Year of the appearance of the product 1886
Founders: John Pemberton (inventor) and Asa Griggs Candler
Recipe of the addictive beverage on earth has been 126 years kept secret not only from the competition and authorized officials, but also from the manufacturer. Of 139,900 (as of 2010) employees of the central mystery of "Coca-Cola", according to rumors, does not know more than a dozen people.
Conspiracy excites the imagination: the general public is not haunted by the question, as the company comes from the cocaine contained in the coca leaves? The manufacturer swears that the leaves are thoroughly cleaned from the drug, but internet users somehow just know that corporations can not be trusted!
And that's not all. Competitors seeking answer to the mystery in the archives of libraries (as if in 1979, the year of the full composition of the drink was published in an American newspaper), the muftis of South Africa are discussing, can we consider soda halal (verdict - count).
Country: United States
Year of foundation: 1976
Founders: Steve Jobs, Steve Voznyak and Ronald Wayne
Logo Apple - the most ingenious inventions of the company. In it - the joy and inspiration, and Christian allusions and fetish violations of the prohibitions, and installation on the taste attitude to life, and the national anthem audacity of scientific knowledge and reverence paradoxical nature's bounty, ready at the right moment to drop the right apple on the desired light head.
Finally, with the logo, according to rumors, it is a human story of unheard of dramatic power. In 1954, the year the idol of Jobs and Wozniak, the father of artificial intelligence, Alan Turing committed suicide by cyanide poisoning apple bite (not withstand persecution by the Company in connection with his homosexuality). This heroic, almost ancient myth about the desperate revolt against the lone bright gray system is the best lay in the general plot outline Apple's, the head of which believed that the brand has to be narrative.
According to another legend, the apple logo appeared on the company when Jobs unhappy at the next meeting threatened his marketers that call the company the first thing that will fall under his arm.
Both versions are beautiful, but far from the truth: in fact, the logo was still under the impression created by the famous picnic of Isaac Newton. In the first sketch of apple logo did not even see properly - but clearly that some English gentleman sitting under a tree and something diligently displays in a notebook. By the way, it's time to replace it on your iPad.
Procter & Gamble and Levi's
Procter & Gamble
Levi Strauss & Co.
Founder: Levi Strauss
According to legend, a quarter of a century ago, Procter & Gamble has faced the problem of sales stagnation. Marketers are given the task: to make consumers less likely to use dry cleaning and more domestic wash powder.
identikit wanted by the consumer was made - it was an office employee, five days a week, forced to wear a business suit, and weekend relief to change into jeans and other casual. Jeans, of course, he washed the house, and an expensive suit trusted dry cleaner.
Encouraged by this discovery, Procter & Gamble, along with a denim brand Levi's have financed objectively independent research has shown that people in free clothes work creatively and is hardier and costumes, on the contrary, provoke stress.
Both companies have introduced in their staffing practices casual fridays - free of the dress code of the day of the week - and with the help of the media imposed on it the entire business community. As a result, today, 90% of US employees every Friday, dress as it is convenient to P & G and Levi's.
Chupa Chups and of Pirelli
Year of foundation: 1958
Founder: Enric Bernat
Founder: Giovanni Battista Pirelli
The fact that the Chupa Chups logo painted by Salvador Dalí, is widely known. However, the demonstration of this knowledge always makes a person with a lollipop in his mouth very mysterious and interesting. Associate your brand with mass or elite culture - the dream of every marketer.
Six months ago, the famous British artist Banksy has decorated the mediocre bully inscription Parking, advertise ordinary parking for the whole UK. But usually the masters of culture for such assistance, alas, have to pay.
Manufacturer Pirelli tires, for example, produces an annual calendar with images of the most beautiful women in the world, made the most sought after photographers of the industry to 1964.
Unlike thousands of other corporate calendars with girls, this is exhibited in museums. For half a century has nothing to do with car tires has become a major marketing initiative descriptions companies have played a role in the elite status of the brand.
This writer once naively tried to buy Pirelli calendar in a street stall in Sicily. Seller laughed and explained that the print run of a thousand copies, is distributed exclusively among the powerful of this world, and on the internet auction costs just as a set of winter tires. In fact, a bit cheaper, but the meaning of the fable is clear.
John Hancock Insurance
Country: United States
One of the largest US insurance companies, brand management is a long time engaged David D'Alessandro. From 1862, the year the company logo - the legendary signature sweeping movement posed a politician-patriot John Hancock under the Declaration of Independence. Why autograph was so big, no one knows exactly. Perhaps Hancock suffered narcissism may have wanted to make fun of the short-sighted King of England. In any case, his signature has become a symbol of American fearless slope. No relation to the hero of the revolution insurance company privatized this legend, securing branding even in school history textbooks.
And David D'Alessandro came up with the test task for brand new company marketers. When hiring brand managers were asked to come up for a more modern company logo. It was a test for lice. The correct answer is: "There is no need to change your logo, sir!"
Uncle Ben's and Aunt Jemima
Year of the appearance of the product: 1943
Year of the appearance of the product: 1889
In the southern states of America there was a tradition to call elderly African Americans (then better known as negros) "uncles" and "aunts". Tradition is reflected in the marketing campaigns of Uncle Ben's brand (rice) and Aunt Jemima (syrup for pancakes), which was the peak of the advertising activity in the post-war years.
At that time, unlike in the battles for the Motherland black population has already begun to slowly get not only declared, but also real rights and freedoms. On the other hand, not all white Americans were in agreement with the new order.
Good-natured Uncle Ben and Aunt Jamini liked everything: their images simultaneously radiated friendliness and allowed to nostalgia for XIX century. Not surprisingly, both brands carefully unwound the legend of the real life of his characters.
Uncle Ben, for example, was a domestic servant, known for its recipes of rice. The more confident feel blacks, the steeper career evolved character. In the latest advertising campaigns, he is no longer a servant, and chairman of the board of directors. This is what mean hard work and loyalty. And 7 advertising myths - in short.
Lacoste mythology as a joke invented himself Woody Allen. The hero of one of his stories had complained to the Lord that the great white sports shirt, he sews, sold badly - while business competitors rod uphill. Once God is tired of whining and huckster given to a short business advice: "Our crocodile. You will not regret".
Legend about how the company got its name - the best parable of the partnership, passion, ambition and generosity of the entire business history. Deciding whose name will be the first, William Hewlett and Dave Packard tossed a coin supposedly. I won like Packard, selflessly and nobly ceded the right to be the first to his friend Hewlett.
The name of the brand of cigarettes Lucky Strike (one of the transfer options - "Lucky Strike") - the result is that a successful strike: while factory workers rioted, tobacco lying idle for several days, and its taste is significantly improved.
Logo Land Rover appeared as one of the engineers forgot the drawing can of sardines, which had a similar design labels. Doubtful myth: it is difficult to believe that someone has dared to leave such a rich food for such securities.
Despite the undeniable invigorating effect, Red Bull was originally sold catastrophically bad. Corporate legend, the founder Dietrich Mateschitz marketed brand of unsold products at student parties - just to earn anything. But the clock tusuyuschayasya youth hooked on energy and still gives him a decent market dlyu.
True fans of the tea varieties like to savor the story of an English earl (in our opinion - Earl) Gray as ambassador to China, has saved the life of a peasant, who in return told him the unique recipe of tea with bergamot.
"Rollton" stood out, making the face of their brand traveler Fyodor Konyukhov, who - well, obviously the same - in his travels which noodles anyhow there will not be. Typically, such products segment with the celebrities do not work and if they work, then choose the singers and actors. "Rollton" put a man of action, not words, and has not lost. Fedor Konyukhov may never took with him to the Everest noodles. But many of the nature without "Rollton" - or foot.