13 myths about the mega-brands Bashny.Net

13 is not very truthful and stories associated with the different brands and give these brands some human history.

Coca-Cola

Year of appearance: 1886

Founders: John Pemberton (inventor) and Asa Griggs Candler

Recipe of the addictive beverage in the world 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 best kept secret "Coca-Cola" is rumored to know no more than a dozen people. Conspiracy excites the imagination: the general public is haunted by the question of how the company comes from the cocaine contained in the leaves of the coca? Manufacturer swears that leaves thoroughly cleaned from drugs, but Internet users something know exactly what 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), muftis South Africa debating whether it is possible to consider soda halal (verdict - count).

Apple



Year established: 1976

Founders: Steve Jobs, Steve and Ronald Wayne Voznyak

Logo Apple - the most ingenious inventions of the company. It - and the joy of insight and Christian allusions and fetish violations of the prohibitions and installing the taste attitude to life, and the anthem audacity of scientific knowledge and reverence paradoxical nature's bounty, ready at the right moment to drop an apple right to the desired light head. Finally, with the logo, according to rumors, is a human story unheard dramatic force. In 1954, the year of the idol of Jobs and Wozniak, the father of artificial intelligence, Alan Turing committed suicide by cyanide poisoning bite the apple (not withstand persecution by the Company in connection with his homosexuality). This heroic, almost antique myth of the lone bright desperate revolt against the gray system is the best lay in the general plot outline of the company Apple, the head of which believed that the brand should be narrative. According to another legend, the apple logo appeared on the company when a disgruntled Jobs at the next meeting threatened their marketers that call the company the first thing that will come 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 Isaac Newton. In the first sketch of the logo apple did not even visible - 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 with the iPad.

Procter & Gamble and Levi's



According to legend, a quarter of a century ago, Procter & Gamble faced with the problem of stagnating sales. Marketers are given the task: to make customers less likely to use dry cleaning and more pet wash powder. Was compiled identikit wanted the consumer - it was an office clerk, five days a week, forced to wear a business suit, and on weekends relieved to dress in jeans and other casual. Jeans, of course, he washed the house, and an expensive suit trusted dry cleaner. Inspired by this discovery, Procter & Gamble, along with a denim brand Levi's have financed objectively independent research has shown that people are working in loose clothing creativity and endurance, and costumes, on the contrary, provoke stress. Both companies have introduced in their staffing practices casual fridays - free dress code of the day of the week - and with the help of the media imposed its 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 Pirelli



The fact that the Chupa Chups logo painted Salvador Dali, is widely known. However, the demonstration that knowledge always makes a man with a lollipop in his mouth very mysterious and interesting. Associate their brand with mass or elite culture - the dream of every marketer. Six months ago, the famous British artist Banksy embellished bully mediocre inscription Parking, advertise ordinary parking for the entire UK. But usually Masters of Culture for such assistance, alas, have to pay. Tire manufacturer Pirelli, for example, with 1964 produces an annual calendar with pictures of the most beautiful women in the world, made the most sought after photographers industry. Unlike thousands of other corporate calendars with girls, this exhibit in museums. For half a century has nothing to do with car tires has become a major marketing initiative descriptions of the company, played a role in the elite status of the brand. This writer once naively tried to buy Pirelli calendar at a street stall in Sicily. Seller laughed and explained that the print run is about a thousand copies, distributed exclusively among the powerful of this world, and on online auctions is worth just as a set of winter tires. In fact, a bit cheaper, but the meaning is clear fables.

John Hancock Insurance



One of the largest insurance organizations in the US, brand management which has long been engaged in the said David D'Alessandro. From 1862, the year the company logo - the legendary signature sweeping movements 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. Have 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 a test task for brand new marketing firm. When hiring brand managers were asked to come up with a more modern for the company logo. It was a check for lice. The correct answer is: "There is no need to change your logo, sir!»

Uncle Ben's and Aunt Jemima



In the southern states of America there was a tradition to call elderly African Americans (then better known as negros) "uncles" and "aunts". The tradition is reflected in the marketing campaigns brands Uncle Ben's (rice) and Aunt Jemima (syrup for pancakes), the peak of the advertising activity which took place in the postwar years. While differences in the battles for the Motherland black population has already begun to gradually get not only declared but also real rights and freedoms. On the other hand, not all white Americans agree with the new procedure. Good-natured Uncle Ben and Aunt Jamini liked everything: they are formed simultaneously radiated friendliness and allowed to nostalgia for the XIX century. It is not surprising that both brands carefully untwisted legends about the real life of his characters. Uncle Ben, for instance, was a domestic servant, famous for its rice recipes. How to feel more confident blacks, the steeper career developed character. In recent advertising campaigns, he is no longer a servant, and chairman of the board of directors. That's what mean hard work and loyalty.

And 7 myths advertising - briefly.



Lacoste

Lacoste mythology as a joke invented himself Woody Allen. The hero of one of his stories had complained to the Lord, that great white sports shirt, which he sews, sold very badly - while business competitors rod uphill. Once God is tired of whining huckster and gave that short business advice: "Our crocodile. Do not be sorry. "



Hewlett-Packard

The legend of how the company got its name - the best parable of the partnership, passion, ambition and generosity in the history of business. Deciding whose name will be the first, William Hewlett and Dave Packard tossed a coin supposedly. Won like Packard, selflessly and generously ceded the right to be the first to his friend Hewlett.



Land Rover

Land Rover logo appeared when someone forgot engineers in the drawing can of sardines, which had a similar design labels. Doubtful myth: it is easy to believe that someone has dared to leave so greasy food at such securities.



Red Bull

Despite the undeniable effect of invigorating, Red Bull originally sold catastrophically bad. Corporate legend, the founder Dietrich Mateschitz marketed brand of unsold goods at a student party - just to earn anything. But the clock tusuyuschayasya youth hooked on Energy and still gives him a decent market dlyu.



Earl Grey

True fans of teas like to savor the story of an English earl (in our opinion - Earl) Grey, being ambassador to China, saved the life of a farmer who in return told him unique recipe of tea with bergamot.



"Rollton»

"Rollton" stood out, making the face of their brand traveler Fyodor Konyukhov, who - well, obviously the same - in his travels anyhow some noodles there will not be. Usually such products segment with celebrities do not work, and if they work, then choose the singers and actors. "Rollton" put in a man of action, not words, and not lost. Fedor Konyukhov may never took with him to Everest noodles. But many of the nature without "Rollton" - or foot.



Author - Yegor Moskvitin.

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