David Aaker: “Father of Modern Branding” and AMA Marketing Hall of Fame® Inductee
Guy Kawasaki's Remarkable People
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Volvo - I Don't Care What You Think, You Are Important
Volvo has broadened its appeal from pure safety to now beauty and even maybe even coolness. Probably an even more striking example was Hyundai. That was very functional, very cheap, very inferior. And then they got the Genesis, they got a designer that came in and they really have changed their image. But one thing that you've got to keep in mind is that it's not important that 100% of the world think Hyundai and Volvo are now cool and well designed. That's not their market. What has to happen is 15% of theworld have to think they're cool. That's all it's necessary and that's all they want.
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