Brands rewrite history to create own legacy

Article Type: Abstracts From: Strategic Direction, Volume 26, Issue 9

Handley L.Marketing Week (UK), 8 April 2010, Vol. 33 No. 15, Start page: 20, No. of pages: 2

Describes how relatively recent brands, such as Virgin Media, are attempting to copy the traditional approach used by long-established brands and products,such as Guinness and Jack Daniel’s, to trade on the company’s and brand’s long history. Provides details of the marketing campaign developed for Virgin Media, focusing on achieving a creative solution, positive brand equity, and the development of a wholesome image. Warns against the temptation of such new brands to create traditions and rewrite history to form a legacy for themselves and encourages them to root any story that is built around a brand to be based on fact. Argues that, while myth, legend, and history are fundamental to brands and ultimately works to enrich considerably the relationship between a brand and its customers, it nevertheless has to be built on a foundation of truth if it is to serve its purpose effectively.Article type: ViewpointISSN: 0141-9285Reference: 39AL372

Keywords: Advertising, Brand management, Marketing philosophy, Marketing planning, Marketing strategy, Strategic marketing