Calvin Klein earned the start-up capital to open his first sewing workshop by selling vegetables in his father's shop. My first large order Klein got it by accident: a wholesale buyer from Bonwit Teller simply made the wrong floor when he got into the office of Calvin Klein Inc. There he saw wonderful clothes, and immediately ordered goods for 50 thousand dollars.
In 1924, the brothers Rudolf and Adolf Dassler founded a sports shoe company. Soon the Dassler brand became one of the best-selling brands in the world. But in the late 40s of the XX century, the brothers quarreled strongly. As a result, the company split into two separate firms. Adolf Dassler's company was named Adidas - short for Adi Dassler, Rudolf's company - RuDa (Rudi Dassler). Later, RuDa received a new name - Puma. The head offices of both companies are located in the same German town - Herzogenaurach. Interestingly, the enmity between the brothers spread to the entire city, which turned out to be “split” into Adidas quarters and Puma quarters, whose residents cannot stand each other. Over time, mutual hostility does not weaken: an Adiddas employee who appeared in front of people in Puma clothes will be immediately fired. The same goes for Puma workers wearing Adidas products.
The most famous sportswear brand in the countries former USSR is Adidas. This is due to the fact that the products of this company have been supplied to the Soviet Union since 1979. In addition, this brand was advertised by millions of Chinese fakes that flooded the markets of the CIS countries in the 90s of the last century.
Initially, the famous Dsquared brand was purely masculine. The founders of the company, the founders of the company, brothers Dean and Dan Caten, created the first female models only in 2003 for Madonna's “Don't Tell Me” video. After that, the brothers reasoned that it would be nice to create women's collections. And so it was done, after which he came to the company real commercial success Interesting fact: Dsquared is officially called DSQUARED2.
In the 60s. of the last century, "uggs" were worn by surfers to warm their feet after a long ride without surfing. Quite unexpectedly for everyone, these shoes became incredibly popular in the early 2000s. UGG, the company that makes these wool boots, was even named Shoe Brand of the Year by Footwear News in 2009.
During World War II, the fashion house Hugo Boss produced uniforms for SS and Wehrmacht officers. After the war, the company switched to uniforms for postmen and railroad workers.
Interesting facts about Burberry: its founder, Thomas Burberry, invented gabardine, the most popular fabric for coats and men's suits. The company also made uniforms for the British Army during the First World War.
In 2007, the famous Spanish brand Zara was twice embroiled in serious scandals. The first time is connected with the fact that a swastika was depicted on one of the models of women's handbags. Under pressure from the public, the company had to withdraw the bag from production and pay a large fine. The second time is related to the Teletubbies, whose images were placed on Zara T-shirts without the permission of the copyright holders. As a result, the company paid a huge compensation to the BBC, which owns all the rights to the Teletubbies.
Fred Perry, one of the founders of the famous Fred Perry company, was a professional tennis player. Moreover, Perry was the owner of the Davis Cup and won the Wimbledon tournament three times. That is why the company initially specialized in sportswear. Interestingly, Rene Lacoste, the founder of another fashion brand, Lacoste, was also a successful tennis player.
Another interesting fact is connected with Fred Perry. The first logo of the company featured a smoking pipe, because. Fred Perry was a heavy smoker. However, the companions dissuaded Perry from using such an emblem because it "looks unsportsmanlike and girls don't like it." So the symbol of the Wimbledon tournament appeared on the Fred Perry logo - a laurel wreath. The director of the Wimbledon Club personally presented the rights to this emblem to Fred.
T-shirts from the British brand LONSDALE are wildly popular with neo-Nazis. The fact is that British skinheads put on jackets over LONSDALE T-shirts so that only the letters NSDA remain visible (almost like NSDAP - the National Socialist Party of Germany, whose leader was Adolf Hitler). So they circumvent laws prohibiting the wearing of symbols associated with Nazism. The LONSDALE company itself in every possible way denies propaganda of racial hatred and even sponsors various anti-fascist festivals. Interestingly, the "experience" of LONSDALE was taken into account by the German neo-Nazis who created the Consdaple brand. Now skinheads can demonstrate to others the full abbreviation - NSDAP. True, fans of this brand may have trouble with the police in Germany and Austria - there, such clothes, to put it mildly, are not welcome.
Interesting fact: the famous Nike slogan “Just Do It” was inspired by the phrase of the American robber and murderer Gary Gilmour, who was executed in 1977. When Gilmour was given the last word, he only said: “Let's do it” - “Let's do it”.
This is a small article about what the signs familiar to the eye mean and who invented them.
* * *
So-called Mobius loop symbolizes the three phases of material processing:
- garbage removal
- garbage recycling
- production of goods from recycled raw materials
Its creator, a Stanford University student and winner of the 1970 Earth Day design competition, did not register his mark and therefore the symbol is not a trademark. But any manufacturer can use it to avoid claims from the "greens". Goods marked with this sign can be recycled.
* * *
CANON
Saburo Uchida and Goro Yoshida created a company in 1933 that was supposed to produce Japanese cameras that should not be inferior in quality to German counterparts. They bought and dismantled German camera samples to create their inexpensive 35mm camera. They named the company Canon after the deity of Japanese mythology Kwannon, but due to fear of persecution by religious organizations, the name had to be slightly changed.
* * *
Nike
In 1971, design student Carolyn Davidson sold her idea, inspired by the winged Greek goddess of victory, Nike, to a company that had just started for $35. Later, for the sake of economy, the company drops the name from the logo and starts the fight for dominance in the world of sporting goods with only one Swoosh.
* * *
The Marlboro logo was launched in 1924 as a women's brand. In 1955 designer Frank Gianninoto placed cigarettes in a new pack of red and white flowers convertible, slapped the name in bold Wild West style, and turned it into a design classic. The lone cowboy and the stigma of Marlborough County (South Carolina) united in a single impulse, and began one of the most colorful and longest advertising campaigns in the world.
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McDonalds, the symbol of the most famous fast food. The two golden arches logo first appeared in 1962, when designer Jim Schindler ditched the speed chef image in favor of a stylized "M" based on two specific arches of the first McDonalds restaurant in Phoenix.
* * *
For thousands of years, the swastika has personified the peaceful sign of the sun in almost every ancient culture. To "resurrect" Germany, the Nazis used this symbol, placing it on the flag, turning it into an international symbol of fear and hatred. Nationalists in the 19th century borrowed this sign from German folklore, mistakenly attributing it to Aryan culture.
How brands became famous accidentally found the true reason for buying products and were able to convince their consumers to buy even more.
The reasons for the purchase are a big advertising secret. No matter how well marketers think of themselves, they still can’t sort out the motives of human behavior and predict the reaction of buyers. They are looking for insights, classifying, summing up scientific bases, but despite this, quite often they manage to find the right strategy in a strictly experimental way.
Why do people choose this particular brand from the whole variety of products in this category? What quality of the advertised product should be emphasized in order to encourage the consumer to buy?
The history of the development of Marlboro and the emergence of the famous cowboy is widely known. But there is another tricky move of this brand, which is often forgotten.
Cardboard packs with flip-top lids, which are now the standard for cigarette packaging, were invented at Marlboro. And not for the purpose of innovation or demonstration of design ideas. And strictly for advertising purposes - to make Marlboro smokers a walking channel of communication.
The thing was that consumers learned how to pull cigarettes out of soft packs without taking them out of their pocket, which means that others did not see the brand. Unacceptable disgrace!
Flip tops - that's what the current cigarette packs are called - had to be taken out, and the new one always attracts attention.
Over the years, of course, people have learned to pull cigarettes out of flip-tops without taking the pack out of their pocket. It's time to come up with a new complex packaging for Marlboro, but they didn't have time. Dunhill, the brand of British American Tobacco, has done it all by giving their cigarettes a more premium look. In order to get a dose of nicotine from a Dunhill pack, you need to open not only the cap, but also the valve. You definitely can't do it in your pocket.
What's more, for added luxury, Dunhill named this internal valve beautiful word"humidor". Historically, a humidor is a box for storing cigars, which maintains an optimal level of humidity, and the aroma does not disappear. Dunhill hints to its consumers that cigarettes in such a pack are close in quality and aroma to cigars. And it's okay that a pack of Dunhill costs you 60 rubles in Russia. But how beautiful.
There is beautiful legend about how Estée Lauder started selling her perfume. Things were not going well for her, and her products were reluctantly taken for sale in shops and salons. Then young Miss Lauder came to the largest perfume shop in New York and - oh! - as if she had accidentally smashed a bottle of her perfume on the floor. The customers became interested in what kind of marvelous fragrance it was, and the store simply had to conclude a supply contract with Estée Lauder.
One summer in 1896, Henry Heinz was walking around New York when he saw an advertisement on the street. shoe store, offering customers "21 styles of shoes." By analogy, he decided to write "57 options" on his ketchups and sauces. This number had nothing to do with the actual range figures, but Heinz really liked it. And impressed customers.
The history of the brand began in 1879, when Lare Olsson Smith created new variety vodka - "Absolute Rent Bravin" ("Absolutely Pure Vodka"). Its main difference is the purity achieved by the rectification method.
In the 1970s, Lars Lindmark took Absolute Rent Bravin under his wing. Such a fine vodka had to be marketed accordingly: everything had to be "absolute", like the product itself. Gunnar Broman, who was then developing the promotion concept, saw a traditional Swedish medical bottle with some kind of medicine in a pharmacy window and was shocked by its perfection and simplicity - it became the prototype for the container that the whole world knows now. Which - in many ways - became the reason for the cult status of Absolut vodka.
The manufacturer of the most famous bikes in the world has been holding the first place in terms of the number of "branded" tattoos for decades. It all started with the fact that Harley announced impressive discounts on bikes for those who come to buy a motorcycle with a logo tattoo.
Mezcal - traditional alcoholic drink, produced, like tequila, in Mexico from agave. Technically, tequila is also mezcal, but of a different variety and, objectively speaking, much better taste.
Mezcal became popular outside of Mexico only because of the corpse of a caterpillar floating at the bottom of the bottle. The poor larva does not affect the taste of mezcal in any way - this is a well-thought-out publicity stunt. Exotic!
Europeans and Americans cheerfully drink mezcal, and then solemnly share the caterpillar for everyone - this is how it is supposed to be now. And the Mexicans chuckle at how cleverly they managed to bring their alcohol to the world market.
Tefal has long believed that the main motive for buying Teflon-coated pans is that cooking in these pans does not require a single gram of oil to be used. However, later it turned out that the main incentive for their purchase was the fact that frying pans with such a coating are very easy to clean, because food does not stick to their surface. The content of the advertising campaign was changed, which significantly increased its effectiveness.
In Russia, the first Snickers chocolate bars appeared in 1992 and were positioned as a snack that replaced a full meal. For a long time, the former Soviet consumer could not get used to the fact that for lunch instead of soup you can eat a chocolate bar, and bought Snickers as a "sweet tea". After BBDO Moscow took over the creative service of the brand, Snickers was repositioned for teenagers, who, for the most part, love everything sweet and do not like soup.
There is a similar tale about a brilliant marketer who first came up with the idea to indicate in the shampoo instructions that it should be applied to the hair and washed out twice, which led to a double increase in sales. Well, remember the commercials for chewing gum in pillows. How many pillows do advertising characters put in their mouths? That's it.
The main marketing ploy of Pepsi is considered to be a move during the Great Depression in the States, when Pepsi was sold in bottles of 340 ml, while Coca Cola was sold at 170. The price remained the same: 5 cents per bottle. Such ungodly dumping was accompanied in advertising by a scathing song with the text “Pepsi-Cola hits the mark, 12 full ounces is a lot! Twice as much for the same coin! Pepsi-Cola is the drink for you."
Pepsi doubled its sales from 1936 to 1938, thanks to the Great Depression. And the slogan permeated the brains of American consumers for another 20 years. In part, Pepsi adheres to the same “more for the same price” policy now, 75 years later. For example, in Russia Coca Cola is sold in bottles of 0.5 liters, and Pepsi - 0.6.
From the history of Timberland. Timberland was going through hard times in the early 1980s. It produced quality pumps, the price of which was lower than that of the industry leader, Topsiders. It seemed a good product and low price were supposed to work for them, but things weren't going well. Then Timberland made a very simple decision: they raised their prices so that they far exceeded the prices offered by Topsiders. Sales have skyrocketed. Which confirms the authenticity of David Ogilvy's statement "The higher the price, the more desirable the product becomes in the eyes of the buyer." The same technique of “artificially inflated demand” has been used by luxury brands for decades.
At one time, the Parliament tobacco brand went the same way. Initially, its prices were lower than the main competitor Marlboro, which is also owned by Philip Morris, and sales were rather modest. It was very difficult for consumers to choose among the mass of offers of the same price segment, and they chose the usual, spitting on the exclusivity of the "Parliament" filter. The brand had to leave the market for a year and, on reflection, restart at a much higher price.
Founder largest network Woolworth stores and the inventor of grocery price tags and supermarkets found the right insight that allowed him to make millions. A shy and stuttering young man from the village at the age of 21 got a job as a sales assistant in a small shop. At that time, the price of goods in stores placed on the counter behind the seller was not indicated. The seller "by eye" determined the solvency of the buyer and called his price. Then the buyer either bargained or left. Poor Frank did not know how at all and was very afraid to invite buyers, praise the goods, and bargain. He was so afraid that once he even fainted right during work. As punishment, the store owner left him to trade alone for the whole day, threatening that if the revenue was less than the usual daily, he would fire him.
Before the store opened, Frank attached a piece of paper with the lowest possible price (the prototype of the modern price tag) to all the goods. He laid out all the stale goods dumped in the warehouse on a huge table, attaching a sign to it with the inscription "Everything is five cents." He placed the table near the window so that both the goods and the sign could be seen from the street. And shaking with fear, he began to wait for buyers, hiding behind the counter.
All goods were sold out in a few hours, and the revenue for the day was equal to the weekly. Buyers, holding the goods in their hands and seeing the price written on it, gave money without haggling.
Frank left the owner, borrowed money and opened his own shop. In 1919, Woolworth's empire consisted of a thousand stores, and Frank's personal fortune was approximately 65 million.
The famous and best-selling (after the Bible) "Guinness Book of Records" is nothing more than a publicity stunt invented by the managing director of the Guinness brewing company, Sir Hugh Beaver. In 1954 at dinner, arranged by the company"Wexford" for hunters, Hugh Beaver started an argument with one of the guests, who flies faster - a plover or a grouse. It was then that it dawned on Beaver that everything the globe during such small gatherings over a mug of beer, real disputes about the “very best” unfold. He decided that it was worth creating a book that would contain officially confirmed records in various fields.
A year was spent on research work, and on August 27, 1955, the first 198-page book was ready. The success was stunning: even before Christmas, it became a bestseller in the UK, bringing a good income to the beer brand. And at first the name of the Guinness stout influenced the sale of the Book, and then the yearbook began to help the parent brand.
In London at the end of the 19th century, brandy, rum and gin were very popular. Therefore, it was not easy to promote whiskey. The cunning Thomas Dewar, one of the founders of the family brand, chose an unexpected strategy. He hired dummy buyers who visited various pubs, demanding to pour them Dewar's whiskey. Naturally, it was not on sale, and they left. After several such visits, Dewar himself appeared at the bar and offered to conclude a contract for the supply of whiskey.
In 1892, Thomas Dewar went on a trip around the world. In two years, he visited 26 countries, and 32 agents began to work for the company and several Dewar's export companies appeared. The company's turnover has grown 10 times during this time. And Tommy Dewar wrote his famous book, Walk Around the World. Thomas and his sayings are now built advertising campaigns Dewar's around the world, separating the brand from competitors.
One of the first teaser ads in America was tested by the tobacco brand Camel in 1913. Deciding that a camel was not only a memorable bright picture, but also an excellent occasion for advertising innovations, specialists from the RJR tobacco company, a few days before the first batch of cigarettes went on sale, gave mysterious ads in newspapers in almost ninety American cities. "Camels" - said the first of them. A few later, the message “Camels are coming” appeared, and then - “Tomorrow there will be more camels in the city than in Asia and Africa combined”! The next morning, the frightened and intrigued Americans finally learned the whole truth. "Camel" cigarettes. already here!” read the final announcement. The Americans, shocked by unusual advertising, of course, tried Camel.
When the first IKEA stores were opened in the US, already recognized in Europe, furniture sales fell short of expectations. After the study, it turned out that although the Americans liked the simplicity of design, they wanted the furniture to fit the larger sizes of their homes. All that needed to be done was to increase the size of the furniture.
Procter & Gamble's lead chemist, Victor Mills, who helped his daughter take care of the children, had to repeatedly pull out wet diapers from under his grandchildren, wash and dry them. Of course, he did not like the process and wanted to somehow make his life easier. Then came the idea of a disposable "diaper" - a highly absorbent folded pad that was planned to be placed in specially shaped underpants. After several experiments with different materials Mills developed a new product for P&G, which they began to produce under the Pampers trademark, which became a household name.
Usually, all children, after they eat caramel, their hands become sticky, and they, without hesitation, wipe them on their clothes. A lollipop (originally wooden), which could be sucked, as if on a fork and without soiling clothes, was invented in 1958 by Enrique Bernat. The USP of the product was that it could be sucked without soiling clothes and hands. At the same time, the first Chupa Chups slogan appeared - “It's round and long-lasting” (~ It is round and long). The innovative stick, convenient packaging and bright logo by Salvador Dali have been appreciated by consumers in all countries of the world for more than 50 years continuing to suck on fruit candy.
When the drink was introduced to a wide market (Europe, USA), Coca-Cola, Pepsi, Molson, Labatt, and Anheuser-Busch were the main competitors. Everyone had a similar concept - they toned up and stimulated, and the Jolt Cola energy drink contained, among other things, a double dose of caffeine compared to Red Bull.
Then Dietrich Mateschitz took a risky step: he artificially doubled the price compared to his competitors, reduced the volume of containers shaped like a battery, and began placing cans in stores not in the beverage department, but in any other (pay attention when the next once you go to the store - Red Bull cans, along with other energy drinks, can be found almost in the sausage department, including the alcohol one).
In addition, boxes of Red Bull were distributed free of charge to students on university campuses. At the student revels, Red Bull went with a bang, because, by a chance and happy coincidence, it quickly turned out that it fits perfectly with vodka. Thus, the new Red Bull Vodka cocktail, which became very popular, was born.
Rumor has it that the so-called casual fridays, when you can move away from the strict dress code adopted in large companies and change the formal suit to casual clothes, came up with P & G for advertising purposes. In the 80s of the 20th century, the world's largest company P&G was the leader in the US laundry detergent market. But, despite the high advertising activity, the market share did not want to grow. Then the company conducted a study and assessed the clothing care market. As a percentage, it turned out that the powder is used in 65% of cases, and dry cleaning - in 35%. The company further found that 70% of consumers washing powder are self-employed and wear suits 5 out of 7 days a week, which they take to the dry cleaners.
Further, joint research by P&G and Levi Strauss Jeans showed that employees in casual clothes more creative and work much more efficiently than those who wear suits. And what did they do? P&G internally introduces the right to walk on Friday in casual clothes. This news, through the efforts of both companies, received huge coverage in the press, and many corporations followed suit. The laundry detergent market grew by 20%.
Procter & Gamble
William Procter and Joseph Gamble became friends because they were married to twins (I mean, one each). Actually, their father-in-law, whose surname history has not preserved, advised them to do business.
Hennessy
The world's most popular French drink was invented by Irish-born Englishman Richard Hennessy in 1765.
Heinz
You probably noticed that every bottle of sauce says "57 varieties". it turned out like this. In 1896, company founder Henry John Heinz was traveling by train to New York on some minor business when he saw a shop with a sign "21 kinds of shoes!" on an unnamed half-station. Heinz really liked the numerological approach to advertising. so the number appeared on the bottles. The most interesting thing is that even then, 114 years ago, 60 products were produced under the Heinz brand (today there are about 5,700 of them - plus or minus a couple of hundred). The fact is that the number 5 was Heinz's favorite number, and 7 was his wife's.
Starbucks
Since the company was founded in 1971 by two teachers ( in English and history) and one writer, do not be surprised that she was named after minor character Melville's Moby Dick, specifically after Ahab's first mate, Starbuck. The two-tailed siren (not a mermaid!) on the logo is also borrowed from the Pequod figurehead. By the way, until 1992, the Starbucks logo was brown, and until 1987, the siren sported topless.
Hewlett Packard
The founders of the company, Bill Hewlett and Dave Packard, tossed a coin to determine the order of their names in the name.
Nike
This refers to Nike - the Greek goddess of victory. The swoosh logo was created in 1971 by student Caroline Davidson for a royalty of $35.
Patek Philippe
During its existence, the company has changed several names. The first was "Patek, Czapek & Co" (Patek, Czapek & co) - in honor of the founding partners: Polish emigrants and part-time watchmakers Antoni Patek and Francis Czapek.
Nestle
Nestle today is personified by two chicks in the nest and their mother. In the 19th century, when the company was founded, there were three chicks, because that was the number of children at that time it was customary to have in an average European family. Along with the traditions, the logo has also changed.
Asus
Meaning pegasus (pegasus). It was decided to cross out the first three letters in order to automatically get to the beginning of the alphabetical lists.
Nokia
Nokia started out as a woodworking factory and got its name from the area where one of its paper mills was built.
Chupa Chups
The author of the unchanged Chupa Chups logo is Salvador Dali. The Spaniard Enrique Bernart decided to turn to him, who in 1958 inherited a company that produced a bunch of different gizmos (more than 200 products). Bernart came up with the idea of planting popular lollipops at the time and from now on producing only this type of product. By the way, Chupa Chups is translated from Spanish as "suck a sucker."
Hugo Boss
The tailor of the same name of his company started the clothing business twice. For the first time - in 1924. The company lasted 6 years and went bankrupt during the German financial crisis. Hugo Boss (that's how his name is pronounced in the original) was so upset that he joined the NSDAP in 1931, and a couple of years later he received an order to sew uniforms for the SS (the design, by the way, was made by an outsider - Walter Heck). In 1945, after the defeat of the Nazis, Boss began to be strangled with fines. Hugo could not stand all this leapfrog and died in 1948, but his work lives on.
Disney
Walt Disney's real signature has nothing to do with his company logo.
Ikea
The name consists of the initials of its founder, Ingvar Kamprad, and the first letters of the names of his family farm, Elmtard, and the neighboring village of Agunnarid.
Coca-Cola
We'd love to tell you the nasty story that the very first Coca-Cola recipe contained the purest cocaine, but that's not true. There was indeed an invigorating extract of the leaves of the coca plant, but it had nothing to do with cocaine in its current sense. But on the other hand, the first version of the drink contained alcohol and was sold in pharmacies as a cure for insomnia and neuralgia. True, shortly after the start of sales in America, prohibition occurred, and the founder of the company, John Pemberton, had to come up with a non-alcoholic version, the modern version of which many drink to this day.
Snickers
Snickers was the name of the beloved horse of the Mars family, owners of the chocolate empire.
Barbie
Designer Jack Ryan, who invented Barbie for Mattel, took as a model the German doll Lily, the heroine of shameful comics published in the 50s newspaper Bild. By occupation, the doll was a highly paid prostitute, completely devoid of disgust and moral principles. All Ryan did was smooth her nipples and, to put it mildly, wipe her lips.
Land Rover
The Land Rover logo, according to one version, was created from the outline of a can of sardines, which one of the engineers forgot among the drawings, and the designers ended up right there.
Windows 95
The melody that plays when the operating system starts up was written by Brian Eno. It is officially called the Microsoft sound.
Fedex
Remember the famous arrow on the Fedex logo? And it is there - formed by spaces between e and x. designer Lindon Leader assures that this way the logo gradually acts on the subconscious, hinting at the swiftness and perseverance of the company.
Marlboro
Initially, Marlboro was advertised as soft women's cigarettes that (attention!) Do not smear lipstick. After the failure of this venture, the brand refocused on cowboys and sympathizers. In this capacity, it lives and thrives to this day.
Zara
They say it only takes a couple of weeks for a brand to start producing and selling a new line of clothing, while for most other brands it takes six months. During the year, Zara designers develop about 10 thousand new models! True, they are often inspired by other people's ideas.
Procter & Gamble
There is a myth that P&G is to be thanked for being able to wear anything but suits to work. The company, promoting its washing powders, conducted research and proved that employees in ordinary clothes are more useful. Suits were no longer worn and dry-cleaned, and sales of powders soared.
Brands that have become household names
- scuba diving
- aspirin - aspirin
- vaseline - vaseline
- heroin - heroin
- jacuzzi - jacuzzi
- jeep - jeep
- voice recorder - dictaphone
- diplomat - diplomat
- dichlorvos - dichlorvos
- yo-yo - yo-yo
- sneakers - keds
- brandy - cognac
- xerox - xerox
- tape recorder - magnetophone
- diapers - pampers
- scotch - scotch
- thermos - thermos
- teflon - teflon
- toilet - unitas
- eskimo - eskimo
The most expensive Russian brands (according to mpp consulting agency)
- Beeline - $7552 million
- MTS - 6115 million $
- Baltic - 2560 million $
- Green Mark - $1188 million
- Lukoil - $1,040 million
- Prostokvashino - $790 million
- Klinskoye - $680 million
- Rastishka - $550 million
- Putinka - $540 million
- Megafon - $512 million
Brands that will soon be gone (according to businessinsider.com)
Motorola. The company, which was ranked second in the global list of mobile phone manufacturers three years ago, today boasts a total debt of almost $4 billion. according to some reports, the brand will soon be bought by one of the Asian tech giants and dissolved in itself without a trace.
Palm. Apparently, in the world of smartphones, where with an iron hand iPhone and Blackberry rule, there is no third place.
Kodak. The company never really recovered from the death of film photography. Kodak's entry into the digital printing market was delayed so long that it ended up being useless.
Canon. This is a westernized adaptation of the original brand: originally meant Kwanon - the thousand-armed Buddhist bodhisattva of goodness and mercy.
M&M'S. The caramel shell for chocolates was invented during World War II: M&M`S were included in the diet of soldiers. Melting in the mouth, and not in the hands, was then a matter of life and death: fingers smeared with chocolate could prevent them from grabbing a machine gun or putting on a helmet in time.
International brand mutations
You may be aware that the launch failed in Russia mineral water Blue Water (say it out loud and you'll know what it's all about), and Visit's condoms have been renamed Vizit. This also happens in other countries.
Spain: Mitsubishi Pajero in Mitsubishi Montero. The word "pajero" in Spanish literally means "bird", but is widely used in the meaning of "passive homosexual".
UK: Nuts at Topic. "Nuts" in English means, excuse me, "eggs", and not in a gastronomic sense.
Russia, Poland, Ukraine: Сrest in Blend-a-med. Agree toothpaste called "cross", not sold in a church shop, would look strange.
Russia: Daewoo Kalos in a Chevrolet Aveo. the original name of the model was somehow more honest, or something.
Europe: VAZ-2101 Zhiguli in Lada. The word "Zhiguli" was too consonant with the international "Gigolo".
Russia : Clean in Mr. Proper. Obviously, marketers were afraid of unnecessary connotations with the words "jammed" and "wedged".
English-speaking countries: Ax in Lynx. Because using an “axe” after a shower would be somehow strange.
The best slogans of the century (according to adme.ru)
- Sony - Like.no.other
- Nokia - Connecting people (connecting people)
- Motorola - Hello moto
- Apple - Think different (think differently)
- Hsbc - The world`s local bank ( local world bank)
- Nike - Just do it (just do it)
- McDonald`s - I`m lovin` it (That's what I love)
- Whiskas - Your pussy would buy "whiskas" (Russian creative)
- Mazda - Zoom-zoom (dryn-dygydyn)
Shared
How brands became famous accidentally found the true reason for buying products and were able to convince their consumers to buy even more.
The reasons for the purchase are a big advertising secret. No matter how well marketers think of themselves, they still can’t sort out the motives of human behavior and predict the reaction of buyers. They are looking for insights, classifying, summing up scientific bases, but despite this, quite often they manage to find the right strategy in a strictly experimental way.
Why do people choose this particular brand from the whole variety of products in this category? What quality of the advertised product should be emphasized in order to encourage the consumer to buy?
The history of the development of Marlboro and the emergence of the famous cowboy is widely known. But there is another tricky move of this brand, which is often forgotten.
Cardboard packs with flip-top lids, which are now the standard for cigarette packaging, were invented at Marlboro. And not for the purpose of innovation or demonstration of design ideas. And strictly for advertising purposes - to make Marlboro smokers a walking channel of communication.
The whole point was that consumers were in the habit of pulling cigarettes out of soft packs without taking them out of their pocket, which means that others did not see the brand. Unacceptable disgrace!
Flip tops - that's what the current cigarette packs are called - had to be taken out, and the new one always attracts attention.
Over the years, of course, people have learned to pull cigarettes out of flip-tops without taking the pack out of their pocket. It's time to come up with a new complex packaging for Marlboro, but they didn't have time. Dunhill, the brand of British American Tobacco, has done it all by giving their cigarettes a more premium look. In order to get a dose of nicotine from a Dunhill pack, you need to open not only the cap, but also the valve. You definitely can't do it in your pocket.
What's more, Dunhill called this internal valve the beautiful word "humidor" for extra luxury. Historically, a humidor is a box for storing cigars, which maintains an optimal level of humidity, and the aroma does not disappear. Dunhill hints to its consumers that cigarettes in such a pack are close in quality and aroma to cigars. And it's okay that a pack of Dunhill costs you 60 rubles in Russia. But how beautiful.
There is a beautiful legend about how Estée Lauder started selling her perfumes. Things were not going well for her, and her products were reluctantly taken for sale in shops and salons. Then young Miss Lauder came to the largest perfume shop in New York and - oh! - as if she had accidentally smashed a bottle of her perfume on the floor. The customers became interested in what kind of marvelous fragrance it was, and the store simply had to conclude a supply contract with Estée Lauder.
One summer in 1896, Henry Heinz was walking around New York City when he saw an advertisement for a shoe store on the street that offered customers "21 styles of shoes." By analogy, he decided to write "57 options" on his ketchups and sauces. This number had nothing to do with the actual range figures, but Heinz really liked it. And impressed customers.
The history of the brand began in 1879, when Lare Olsson Smith created a new brand of vodka - "Absolute Rent Bravin" ("Absolutely Pure Vodka"). Its main difference is the purity achieved by the rectification method.
In the 1970s, Lars Lindmark took Absolute Rent Bravin under his wing. Such a fine vodka had to be marketed accordingly: everything had to be "absolute", like the product itself. Gunnar Broman, who was then developing the promotion concept, saw a traditional Swedish medical bottle with some kind of medicine in a pharmacy window and was shocked by its perfection and simplicity - it became the prototype for the container that the whole world knows now. Which - in many ways - became the reason for the cult status of Absolut vodka.
The manufacturer of the most famous bikes in the world has been holding the first place in terms of the number of "branded" tattoos for decades. It all started with the fact that Harley announced impressive discounts on bikes for those who come to buy a motorcycle with a logo tattoo.
Mezcal is a traditional alcoholic drink produced, like tequila, in Mexico from agave. Technically, tequila is also mezcal, but of a different variety and, objectively speaking, much better taste.
Mezcal became popular outside of Mexico only because of the corpse of a caterpillar floating at the bottom of the bottle. The poor larva does not affect the taste of mezcal in any way - this is a well-thought-out publicity stunt. Exotic!
Europeans and Americans cheerfully drink mezcal, and then solemnly share the caterpillar for everyone - this is how it is supposed to be now. And the Mexicans chuckle at how cleverly they managed to bring their alcohol to the world market.
Tefal has long believed that the main motive for buying Teflon-coated pans is that cooking in these pans does not require a single gram of oil to be used. However, later it turned out that the main incentive for their purchase was the fact that frying pans with such a coating are very easy to clean, because food does not stick to their surface. The content of the advertising campaign was changed, which significantly increased its effectiveness.
In Russia, the first Snickers chocolate bars appeared in 1992 and were positioned as a snack that replaced a full meal. For a long time, the former Soviet consumer could not get used to the fact that for lunch instead of soup you can eat a chocolate bar, and bought Snickers as a "sweet tea". After BBDO Moscow took over the creative service of the brand, Snickers was repositioned for teenagers, who, for the most part, love everything sweet and do not like soup.
There is a similar tale about a brilliant marketer who first came up with the idea to indicate in the shampoo instructions that it should be applied to the hair and washed out twice, which led to a double increase in sales. Well, remember the commercials for chewing gum in pillows. How many pillows do advertising characters put in their mouths? That's it.
The main marketing ploy of Pepsi is considered to be a move during the Great Depression in the States, when Pepsi was sold in bottles of 340 ml, while Coca Cola was sold at 170. The price remained the same: 5 cents per bottle. Such ungodly dumping was accompanied in advertising by a scathing song with the text “Pepsi-Cola hits the mark, 12 full ounces is a lot! Twice as much for the same coin! Pepsi-Cola is the drink for you."
Pepsi doubled its sales from 1936 to 1938, thanks to the Great Depression. And the slogan permeated the brains of American consumers for another 20 years. In part, Pepsi adheres to the same “more for the same price” policy now, 75 years later. For example, in Russia Coca Cola is sold in bottles of 0.5 liters, and Pepsi - 0.6.
From the history of Timberland. Timberland was going through hard times in the early 1980s. It produced quality pumps, the price of which was lower than that of the industry leader, Topsiders. It seemed like a good product and low price should have worked for them, but things weren't going well. Then Timberland made a very simple decision: they raised their prices so that they far exceeded the prices offered by Topsiders. Sales have skyrocketed. Which confirms the authenticity of David Ogilvy's statement "The higher the price, the more desirable the product becomes in the eyes of the buyer." The same technique of “artificially inflated demand” has been used by luxury brands for decades.
At one time, the Parliament tobacco brand went the same way. Initially, its prices were lower than the main competitor Marlboro, which is also owned by Philip Morris, and sales were rather modest. It was very difficult for consumers to choose among the mass of offers of the same price segment, and they chose the familiar, spitting on the exclusivity of the Parliament filter. The brand had to leave the market for a year and, on reflection, restart at a much higher price.
The founder of the largest Woolworth chain of stores and the inventor of grocery price tags and supermarkets found the right insight that allowed him to make millions. A shy and stuttering young man from the village at the age of 21 got a job as a sales assistant in a small shop. At that time, the price of goods in stores placed on the counter behind the seller was not indicated. The seller "by eye" determined the solvency of the buyer and called his price. Then the buyer either bargained or left. Poor Frank did not know how at all and was very afraid to invite buyers, praise the goods, and bargain. He was so afraid that once he even fainted right during work. As punishment, the store owner left him to trade alone for the whole day, threatening that if the revenue was less than the usual daily, he would fire him.
Before the store opened, Frank attached a piece of paper with the lowest possible price (the prototype of the modern price tag) to all the goods. He laid out all the stale goods dumped in the warehouse on a huge table, attaching a sign to it with the inscription "Everything is five cents." He placed the table near the window so that both the goods and the sign could be seen from the street. And shaking with fear, he began to wait for buyers, hiding behind the counter.
All goods were sold out in a few hours, and the revenue for the day was equal to the weekly. Buyers, holding the goods in their hands and seeing the price written on it, gave money without haggling.
Frank left the owner, borrowed money and opened his own shop. In 1919, Woolworth's empire consisted of a thousand stores, and Frank's personal fortune was approximately 65 million.
The famous and best-selling (after the Bible) "Guinness Book of Records" is nothing more than a publicity stunt invented by the managing director of the Guinness brewing company, Sir Hugh Beaver. In 1954, at a dinner hosted by the Wexford company for hunters, Hugh Beaver started an argument with one of the guests who flies faster - a plover or a grouse. It was then that it dawned on Beaver that all over the globe during such small gatherings over a mug of beer, real disputes about the “very very” are unfolding. He decided that it was worth creating a book that would contain officially confirmed records in various fields.
A year was spent on research work, and on August 27, 1955, the first 198-page book was ready. The success was stunning: even before Christmas, it became a bestseller in the UK, bringing a good income to the beer brand. And at first the name of the Guinness stout influenced the sale of the Book, and then the yearbook began to help the parent brand.
In London at the end of the 19th century, brandy, rum and gin were very popular. Therefore, it was not easy to promote whiskey. The cunning Thomas Dewar, one of the founders of the family brand, chose an unexpected strategy. He hired shell buyers who visited various pubs, demanding that they pour Dewar's whiskey. Naturally, it was not on sale, and they left. After several such parishes, Dewar himself appeared at the bar and offered to conclude a contract for the supply of whiskey.
In 1892, Thomas Dewar went on a trip around the world. In two years, he visited 26 countries, and 32 agents began working for the company and several Dewar's export companies appeared. The turnover of the company during this time has grown 10 times. And Tommy Dewar wrote his famous book Walk Around the World. Thomas's cultural insights and statements are now building Dewar's advertising campaigns around the world, separating the brand from competitors.
One of the first teaser ads in America was tested by the tobacco brand Camel in 1913. Deciding that a camel was not only a memorable bright picture, but also an excellent occasion for advertising innovations, specialists from the RJR tobacco company, a few days before the first batch of cigarettes went on sale, gave mysterious ads in newspapers in almost ninety American cities. "Camels" - said the first of them. A few later, the message “Camels are coming” appeared, and then - “Tomorrow there will be more camels in the city than in Asia and Africa combined”! The next morning, the frightened and intrigued Americans finally learned the whole truth. “Camel cigarettes”. already here!” read the final announcement. The Americans, shocked by unusual advertising, of course, tried Camel.
When the first IKEA stores were opened in the US, already recognized in Europe, furniture sales fell short of expectations. After the study, it turned out that although the Americans liked the simplicity of design, they wanted the furniture to fit the larger sizes of their homes. All that needed to be done was to increase the size of the furniture.
Procter & Gamble's lead chemist, Victor Mills, who helped his daughter take care of the children, had to repeatedly pull out wet diapers from under his grandchildren, wash and dry them. Of course, he did not like the process and wanted to somehow make his life easier. Then came the idea of a disposable "diaper" - a highly absorbent folded pad that was planned to be placed in specially shaped underpants. After several experiments with different materials, Mills developed a new product for P&G, which they began to produce under the Pampers trademark, which became a household name.
Usually, all children, after they eat caramel, their hands become sticky, and they, without hesitation, wipe them on their clothes. A lollipop (originally wooden), which could be sucked, as if on a fork and without soiling clothes, was invented in 1958 by Enrique Bernat. The USP of the product was that it could be sucked without soiling clothes and hands. At the same time, the first Chupa Chups slogan appeared - “It’s round and long-lasting” (~ It is round and long). The innovative wand, convenient packaging and striking logo by Salvador Dali have been appreciated by consumers all over the world who have been sucking fruit candy for more than 50 years.
When the drink was introduced to a wide market (Europe, USA), Coca-Cola, Pepsi, Molson, Labatt, and Anheuser-Busch were the main competitors. Everyone had a similar concept - they toned up and stimulated, and the Jolt Cola energy drink contained, among other things, a double dose of caffeine compared to Red Bull.
Then Dietrich Mateschitz took a risky step: he artificially doubled the price compared to his competitors, reduced the volume of containers shaped like a battery, and began placing cans in stores not in the beverage department, but in any other (pay attention when the next once you go to the store - Red Bull cans, along with other energy drinks, can be found almost in the sausage department, including the alcohol one).
In addition, boxes of Red Bull were distributed free of charge to students on university campuses. At the student revels, Red Bull went with a bang, because, by a chance and happy coincidence, it quickly turned out that it fits perfectly with vodka. Thus, the new Red Bull Vodka cocktail, which became very popular, was born.
Rumor has it that the so-called casual fridays, when you can move away from the strict dress code adopted in large companies and change your formal suit to casual clothes, was invented by P&G for advertising purposes. In the 80s of the 20th century, the world's largest company P&G was the leader in the US laundry detergent market. But, despite the high advertising activity, the market share did not want to grow. Then the company conducted a study and assessed the clothing care market. As a percentage, it turned out that the powder is used in 65% of cases, and dry cleaning - in 35%. The company further found that 70% of laundry detergent consumers are self-employed and 5 out of 7 days a week wear suits that they take to the dry cleaners.
Further, joint research by P&G and Levi Strauss Jeans has shown that employees in casual wear are more creative and perform much more efficiently than those wearing suits. And what did they do? P&G internally introduces the right to walk on Friday in casual clothes. This news, through the efforts of both companies, received huge coverage in the press, and many corporations followed suit. The laundry detergent market grew by 20%.
