Shawn Parr: Building an Authentic Brand People Believe In
The head of innovation/design consultancy Bulldog Drummond extols the consumer connection-savvy of lighter brand, Zippo
Building a brand that stands for something is challenging; it takes time and most importantly, authenticity. Almost all companies hope to impart a positive emotion or gain immediate recognition upon someone viewing their logo, hearing their name or considering their story. Zippo is one such company that has been able to achieve that success.
When most people hear the word Zippo they have immediate brand recognition. Its name and brand persona hold a reputation of tradition and durability that companies and industry leaders can learn from.