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MARTA SOFIA CANDEIAS MA GB&I LCC ® 2011 THE MAJOR PROJECT ABSOLUTE LOYALTY THE BOOK OF BRANDS ™
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MARTA SOFIA CANDEIASMA GB&I LCC ® 2011THE MAJOR PROJECT
ABSOLUTE LOYALTYTHE BOOK OF BRANDS ™
In this book you will find 170 brands ready to be tattooed.A brand is an identity. The process of branding is therefore the process of creating and managing that identity, this process should always be extremely engaging since brands should´t be just aware of their customers but also it should look for different audiences and create with them permanent connection, such as loyalty.Success can also be about change, this book is a about changeling the bounders of branding by connecting people permanently to brands.
WHAT IS YOUR FAVOURITE BRAND?ABSOLUT LOYALTYWHAT IS IN THIS BOOK?
MARTA CANDEIAS COPYRIGHT© 2011
ABSOLUTE LOYALTYCONTENTS
CONTENTS / 03
INTRODUCTION
INNOVATION BRANDSADIDAS®
DUREX®
MERCEDES-BENZ®
NESCAFÉ®
SONY®
PIONNEERS BRANDSCOLGATE®
FORD®
GILLETE®
HEINZ®
KELLOGG´S®
ENTERTAINMENT BRANDSBARBIE®
DISNEY®
FACEBOOK®
HARRY POTTER®
MTV®
HEAVYWEIGHT BRANDSIBM®
MCDONALD´S®
MICROSOFT®
NIKE®
STARBUCKS®
STATUS BRANDSASTON MARTIN®
BMW®
LOUIS VUITTON®
ROLEX®
TIFFANY & CO.®
04
05
11
17
23
29
59
63
67
73
84
91
92
35
38
42
46
49
52
56
RESPONSABILITY BRANDSBEN & JERRY´S®
M.A.C®
EMOTION BRANDS®APPLE®
HARLEY-DAVIDSON®
JACK DANIEL´S®
DESIGN BRANDSBANG & OLUFSEN®
CONVERSE®
IKEA®
CONSISTENCY BRANDSCOCA-COLA®
NIVEA®
ADVERTISING BRANDSABSOLUT VODKA®
GAP®
DISTRIBUTION BRANDSAMAZON.COM®
DELL®
FEDEX®
SPEED BRANDSGOOGLE®
ZARA ®
EVOLUTION BRANDSINTEL®
NOKIA®
SAMSUNG®
MUSIC BRANDSTHE BEATLES®
THE CLASH®
THE ROLLING STONES®
COOLBRANDS® H&M®
JELLY-BENS®
RAY-BAN®
TOP 20 COOLBRANDS®
BEST GLOBAL BRANDS 2011® INTERBRAND TOP 100
TATTOO INDEX
REFERENCES
ACKNOWLEDGEMENTS
03
Brands are part of the world that surround us, and since the world is in constant changing brands must be managed as living business assets, constantly nurturing them in order to keep pace in a rapidly changing world.Customers evaluate brands for their interaction and performance, from culture to product, from environment to communications, every detail of the brand is taken in consideration, when making the decision to buy their service or product.Nevertheless brands understand that consumers have different needs, what is desired in Moscow may be very different from what is desired in New York, it is all much deeper then simple market expansion, customers are growing to be more demanding and selective as they look to greater degrees of engagement.
Successful brands are, credible, meaningful, unique, holistic, sustainable, clear and consistent. Brands that add value to their customer experience across all touch points, are trusted because they consistently deliver their promise.Are you ready ? Choose your “True Love Brand” from the 170 brand designs available in this book and get it permanently inked onto your body.
ABSOLUTE LOYALTYINTRODUCTION
INTRO / 04
04
INNOVATION BRANDSADIDASDUREXMERCEDES-BENZNESCAFÉSONY
05
INNOVATION BRANDS / 05
All Rights Reserved - Adidas ®
ADIDASAll Rights Reserved - Adidas ®
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ADIDAS
Web site: www.adidas.comFounded: 1928Country of Origin: Germany
Created by Adolph´Adi ´Dasscer, Adidas is widely considered to be the founder of the Modern Sporting Goods Industry.
SECRETS OF SUCCESS:
Innovation. Soccer Boots; Spikes for running shoes; Nylon Soles.
Performance. Always looking to new ways to improve atheltic standarts.
Competion. Sportwear is as tribal as sport itself.
History. Adidas Keeps its History alive through its outdated - Old´s School Ranges.
Key Influences. Hip Hop Stars - Give the Brand the street fell.
FACTS:
Adidas Produce approximately 60 new footwear designs each year.
The company spends 13% of total groups sales on marketing.
Adidas is the second largest company in the sporting goods industry.
06
DUREX
0‰ 0‰
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All Rights Reserved - Durex®
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DUREX
Website: www.durex.comFounded: 1929Country of Origin: UK
Durex has been producing condoms since 1929. Since then it has become the undisputed market leader, partly due to its long series of innovations. In 1957 was invented the world´s first lubricated condom.
SECRETS OF SUCCESS:
Durability, reliability and exellence remain the brand´s guiding principles.
Responsability. For a product associated with safe sex and sexual heath responsability should not be a brand add-on. Indeed Durex has brought the issue of responsability into the heart of the business, combining marketing and health research, and promoting awareness of sexual transmitted diseases.
FACTS:
Durex was the first lubricated condoms and the first non-latex condoms.
Market leader in more then 40 countries.
26% of the world´s four billion condom market, making it the number one.
MERCEDES-BENZ
All Rights Reserved - Mercedes-Benz®
All Rights Reserved - Mercedes-Benz®
08
MERCEDES-BENZ
Web site: www.mercedes-benz.comFounded: 1924Country of Origin: Germany
In 1889, Karl Benz a German Engineer, pattented the world´s first automobile powered by an internal combustion engine.A year before Gottlieb Daimler, had built the first land vehicle ever to use an internal combustion engine - a motorcycle. Forty years later, the companies both men set up Mercedes-Benz, that has become the most well-known prestige brand in the world.
SECRETS OF SUCCESS:
Innovation. Is a natural quality when the company is associated with the invention of the car.
Price. Price has helped Mercedes-Benz to become a prestigious car.
FACTS:
The Mercedes-Benz logo represents the company´s original aim to provide small powerful engines to travel on land, sea and air.
Mercedes-Benz has introduced a number of advanced technologies to cars - such as fuel injection.
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NESCAFÉ
All Rights Reserved - Nescafé®
All Rights Reserved - Nescafé®
09
NESCAFÉ
Web site: www.nescafé.co.ukFounded: 1938Country of Origin: Switzerland
Nestlé´s Nescafé is the leading brand of instant coffee.Nescafé was a result of intensive research - seven years of research to be precise, in 1930´s. This innovation have made sure that since then Nescafé has remained the world´s coffee brand.
SECRETS OF SUCCESS:
Innovation. Invented and still is the leader of the market.
Second most valuable Brand the drinks market, behind Coca-Cola.
FACTS:
3.000 cups of Nescafé are drunk every second.
Nescafé is owned by Nestlé.
Nescafé was the staple drink of US army forces during World War II.
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SONY
All Rights Reserved - Sony®
All Rights Reserved - Sony®
10
SONY
Web site: www.sony.netFounded: 1846Country of Origin: Japan
Sony was founded in1946 by Aiko Morita and Masaru Ibuka, its starts as radio repair firm, but in 1950´s it was producing its own Sony branded products.
SECRETS OF SUCCESS:
Innovation. Sony is an innovation brand and looks set to remain so in the future.
A belief in buzz. Propoganda of their products Walkmans and MiniDisc.
A belief in people.The Human elementis never neglected in its advertising “Products for People”, Sony as always been concern about their employees, for the chairman was better to sacrifice a profit that lay of employers.
FACTS:
Sony´s first product was a rice cooker.
Sony Playstation 2 dominates the game console market with 70% of global sales.
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PIONEER BRANDSCOLGATE FORDGILLETEHEINZKELLOGG´S
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PIONNEER BRANDS / 11
COLGATE
All Rights Reserved - Colgate®
All Rights Reserved - Colgate®
12
COLGATEWeb site: www.colgate.comFounded: 1808Country of Origin: USA
Colgate introduced the first toothpast 1873.
SECRETS OF SUCCESS:
Simplicity. Colgate Total simplified by giving consumers an all in one solution.
Innovation. Colgate has reconfirmed its leadership status by setting, rather that following, tooth care trends.
FACTS:
Number one seller of toothpastes and world leader in oral care products.
Colgate does business in over 200 countries.
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FORD
All Rights Reserved - Ford®
All Rights Reserved - Ford®
13
FORD
Web site: www.ford.comFounded: 1903Country of Origin: USA
Ford introduced methods for large-scale manufacturing of cars and large-scale management of an industrial workforce using elaborately engineered manufacturing sequences typified by moving assembly lines.
SECRETS OF SUCCESS:
Populism. From the Model T to the Mustang and the Mondeo, Ford has aimed its cars at the widest possible market
Pioneer spirit. Ford didn´t invent the car, but it has invented different types of car, with pioneering models such as Mustang, Cortina and Transit.
Quality. Ford´s safety features design and manufacturing materials has justified its emphasis on quality, the models have been awarded “car of the year” by the automative press.
FACTS:
Malcom X used to be an assembly worker at Ford.
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GILLETTE
All Rights Reserved - Gillette®
All Rights Reserved - Gillete®
14
GILLETTE
Web site: www.gillette.comFounded: 1901Country of Origin: USA
The ultimate shaving brand invented by King Camp Gillette in 1985.
SECRETS OF SUCCESS:
When advertising to men, Gillette has always promoted masculine values of its brand. Gillette razors are not just for men. They define men. In Gillette adverts men are, heroes, fathers and lovers, and smile rugged grins above a soft-rock soundtrack.
Innovation. By creating brand-new products that are both pioneering and incredibly popular, from King´s first razor to Mach 3.
FACTS:
Gillete is driven by the conviction that “There is a better way to shave and we will find it”.
Gillete introduced the first women´s razor, Milady Décolletée in 1915.
“The best a men can get”.
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HEINZ
All Rights Reserved - HEINZ®
All Rights Reserved - Heinz®
15
HEINZ
Web site: www.heinz.comFounded: 1869Country of Origin: USA
In the 19th century very few brands were thinking global. Heinz was an exception. “Our market is the world” quoted Henry Heinz the founder of Heinz.
SECRETS OF SUCCESS:
Trust. Heinz is the most trusted of food brands.
Loyalty. Linked with trust is the issue of Loyalty. Tony O Reilly, fifth boss of Heinz, famously gave his “acid test”. The test was whether someone “intending to buy a Heinz tomato Ketchup is a store, finding it to be out of stock, will walk out of the store to buy it elsewhere”.
Heart.“Heart power is better then horse power” was Henry Heinz favourite maxim.
Ambition. Heinz was one of the earliest global brands, and that it remains one of the biggest is testimony to sustaining ambitious values.
FACTS:
Heinz sells 650 million bottles of ketchup each year.
11 billion packs of ketcup each year, 2 packs foreach person on earth.
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KELLOGG´S
All Rights Reserved - Kellogg´s®
All Rights Reserved - Kelloggs®
16
KELLOGG´S
Web site: www.kelloggs.comFounded: 1906Country of Origin: USA
Kellogg´s has became the family brand.
SECRETS OF SUCCESS:
Price elasticity. Years of investing in the promotion of the Kellogg´s name have meant it can raise its price above those competitors. However, in recent years, Kellogg´s has tested what economists call the “price elasticity of demand” to the limit.
Familiarity. The Familiarity of Kellogg´s name has turned it into the ultimate example of successful “umbrella branding”, as its adds value to all its products.
FACTS:
Kellogg products are manufactured in 19 countries and marketed in more than 160 countries around the world.
Is the world leading producer of cereal, with projected annual sales of more than US 9 million dolars.
In 1906, Kellogg´s put a full-page ad in the july issue of the Ladies´s Home Journal.
This resulted in sales leaping from 33 cases to 2,900 cases per day.
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ENTERTAINMENT BRANDSBARBIEDISNEYFACEBOOKHARRY POTERMTV
17
ENTERTAINMENT BRANDS / 17
BARBIE
All Rights Reserved - Mattel®
All Rights Reserved - Mattel®
18
BARBIE
Web site: www.barbie.comFounded: 1959Country of Origin: USA
Barbie is many things to many people. To feminists she is the Antichrist, to post-feminists she is a icon, a fantasy figure. Invented by Ruth Handler the co-founder of Mattel, that named her after her daugther Barbara.In 1961 she got a boyfriend Ken, and in 1980 was introduced the first black and hispanic Barbie dolls. Her´s fashion collection includes brands such as Gucci, Versace, Dolce&Gabbana and Givenchy.
SECRETS OF SUCCESS:
Adaptability. Barbie has remained the world´s most popular doll for over 40 years by managing to stay up to date.
With Barbie feminity becomes a badge of strength, rather then weakness. She makes more money then Action Man.
FACTS:
Three Barbie Dolls are sold every second.
Barbie is the number one girl´s brand worldwide.
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DISNEY
All Rights Reserved - Disney®
All Rights Reserved - Disney®
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DISNEY
Web site: www.disney.comFounded: 1923Country of Origin: USA
Disney, the first major distraction brand.
SECRETS OF SUCCESS:
Premium prices. According to Martin Lindstrom, author of Brand Child (2003) Disney´s is a “Olympic brand”. This is the strongest category of brand, and means it can charge premium prices. “ Disney theme parks, hotels and merchandise command significantly higher prices that competitors” offerings.
Quality. Obviously, Disney would not be able to charge such high prices if it didn´t offer quality products and experiences.
Competition. When a brand is as broad as disney, everyone is a potential competitor.
Global Ambition. ”Since the world is getting pretty small, we are looking to be everywhere”, says CEO Michael Einser.
Populism. Disney is the best brand populist.
FACTS:
The Walt Disney Company is the number two media conglomerate in the world behind Time Warner.
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All Rights Reserved - Facebook®
All Rights Reserved - Facebook®
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Web site: www.facebook.comFounded: 2004Country of Origin: USA
Giving people the power to share and make the world more open and connected.
SECRETS OF SUCCESS & FACTS:
More than 800 million active users.
More than 50% of our active users log on to Facebook in any given day.
Average user has 130 friends.
More than 900 million objects that people interact with (pages, groups, events and community pages).
More than 70 languages available on the site.
More than 75% of users are outside of the United States.
Over 300,000 users helped translate the site through the translations application.
More than 7 million apps and websites are integrated with Facebook.
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HARRY POTTER
All Rights Reserved - JK Rowling®
All Rights Reserved - JK Rowling®
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HARRY POTTER
Web site: www.jkrowling.comFounded: 1997Country of Origin: UK
Harry Potter is not just a publishing phenomeno, but it is also a branding phenomenon, is not just the series of books is the movie, the toys, the sweets, pyjams, there is hundreds of products around the world.When JK Rowling started writing the series in 1990, she could no possibly have imagined that the books would go on the sell tens of millions of copies worldwide.
SECRETS OF SUCCESS:
Story-telling. Harry Potter, along with Tolkien´s The lord of the Ring triology, is one of the most popular narratives of all time. It is a escapist fantasy that has almost universal appeal.
Crossover appeal. It is not just a children´s story but also for adults.
FACTS:
Harry Potter and the Order of the Phoenix became the fastest selling book of all time when was published in hardback on June 21st 2003 - sold 1,777.541 copies in one day in the UK.
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MTV
All Rights Reserved - MTV®
All Rights Reserved - MTV®
22
MTV
Web site: www.mtv.comFounded: 1981Country of Origin: USA
MTV is responsable for various things: the birth of the music video; the arrival of reality TV and the reaunch of Ozzy Osbourne´s career.MTV is a branding phenomenon, acording to Vanity Fair is “one of the most instantly identifiable logo on the planet”.
SECRETS OF SUCCESS:
Diversity. Music for all tastes.
Relevance. MTV knows it has to stay relevant to its audience, with issues like AIDS and War.
Trend Setting. MTV sets the trends does not follow them.Noami Klein says, “MTV International has become the most compelling global catalog of te modern branded life”.
Umbrella Branding. When broadcasts individual shows and videos, viewre are always concious they are whatching MTV, the brand is always there.
FACTS:
MTV is available in 400 milion home in 166 countries.
MTV let Michael Jackson´s Triller album to selling more than 800,000 copies a week.
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HEAVYWEIGHTBRANDSIBMMCDONALD´SMICROSOFTSTARBUCKS
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HEAVYWEIGHT BRANDS / 23
IBM
All Rights Reserved - IBM®
All Rights Reserved - IBM®
24
IBM
Web site: www.ibm.comFounded: 1896Country of Origin: USA
Big brands are founded on big ambition, and IBM is no exception.
SECRETS OF SUCCESS:
Message. IBM has managed to unite one of the world’s largestcorporations behind a singular brand message formed aroundintegrated business solutions
Trust. In a volatile industry where technology continuallychanges the market, the trust and confidence gained throughIBM’s decades of experience are a major attribute. IBM’s safeand sober connotations make ‘blue’ its perfect brand colour.
Brand focus. IBM’s switch from a focus on products to a focus on branding was the key turning-point in the 1990s.
FACTS:
IBM is the world’s largest information technology company.
IBM has the greatest number of patents and inventions in the industry.
IBM was one of the first companies to provide group life insurance, survivor benefitsand paid vacations.
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McDONALD´S
All Rights Reserved - McDonald´s®
All Rights Reserved - McDonalds®
25
McDONALD´S
Website: www.mcdonalds.comFounded: 1954Country of Origin: USA
McDonald’s is, by most people’s standards, a big brand. Indeed,for many, it is the ultimate epitome of a brand giant. Few brand identities are more instantly recognizable than that of McDonald’s.In fact, more people now recognize the golden arches than the crucifix. And there are over 30,000 McDonald’s restaurants in operation worldwide concept.
SECRETS OF SUCCESS:
McDonald’s is the world’s leading food service retailer.
McDonald’s serves 47 million people a day.
FACTS:
Chickens killed for McDonald’s are slaughtered using an outdated method that results in extreme suffering. As one of the biggest sellers of chicken meat, McDonald’s has the responsibility and the ability to reduce this abuse.
www.mccruelty.com
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MICROSOFT
All Rights Reserved - Microsoft®
All Rights Reserved - Microsoft®
26
MICROSOFT
Web site: www.microsoft.comFounded: 1975Country of Origin: USA
In most surveys, Microsoft is now ranked as the world’s numbertwo brand, behind Coca-Cola. Its founder, college drop-out andself-confessed computer nerd Bill Gates, is now the richest man on the planet.The remarkable thing about Microsoft, however, is that it is possibly the most widely despised and distrusted brand in history.
SECRETS OF SUCCESS:
Luck. There is no denying that Microsoft was lucky. If IBM haddecided to choose another software company, or had been a bit tighter with its contract, the Microsoft story might have looked very different indeed.
Evolution. Microsoft has evolved with the history of personal computing.
Licensing. By licensing its software to various companies it wasable to broaden its base and establish its operating system as the industry standard.
FACTS:
The Microsoft corporate statement is ‘Microsoft is the worldwide leader in software, services and solutions that help people and businesses realize their full potential’.
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NIKE
All Rights Reserved - Nike®
All Rights Reserved - Nike®
27
NIKE
Web site: www.nike.comFounded: 1964Country of Origin: USA
Nike is an icon of global bran-building. Despite stagnant salesat the group level, Nike rallies its devotees with inspiring campaigns like Write the Future.
SECRETS OF SUCCESS:
Inclusion. When Scott Bedbury joined Nike in 1987, his aim wasto help it become a more inclusive brand, and look beyond itscore market of young, fit men.
Sub-branding. Nike exemplifies the way sub-branding can work.Air Jordan and Air Max became strong brands in their ownright, and their introduction added a freshness to the overall Nike image.
Aggression. Nike’s aggressive business and marketing strategies have often been compared to those of sports teams. ‘Just Do It’ is not just a slogan; it’s a company motto.
Sponsorship. The possibilities of sponsorship have been stretched to the limit with Nike.
FACTS:
Nike is named after the Greek winged goddess of victory.
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STARBUCKS
All Rights Reserved - Starbucks®
All Rights Reserved - Starbucks®
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STARBUCKS
Website: www.starbucks.comFounded: 1971Country of Origin: USA
In many ways, Starbucks is the archetypal brand. It has taken a physical, tangible business idea – the humble coffee store and turned it into a big abstract concept.
SECRETS OF SUCCESS:
Emotion. Starbucks’ head of marketing Scott Bedbury believes that the brand seeks to ‘align with one of the greatest movements towards finding a connection with your soul’. This sounds rather scary, but Starbucks’ emphasis on building emotional ties is, without doubt, one of the reasons it is one of the leading brand globetrotters.
Replication. Starbucks stores follow a similar formula. This not only helps customers to know what to expect, but it also helps to strengthen and tighten the brand’s identity in the public’s mind.
FACTS:
Starbucks is the biggest coffee chain in the world.
Starbucks shops are in more than 30 countries.
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STATUS BRANDSASTON MARTINBMWLOUIS VUITTONROLEXTIFFANY & CO
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STATUS BRANDS / 29
ASTON MARTIN
All Rights Reserved - Aston Martin®
All Rights Reserved - Aston Martin®
30
ASTON MARTIN
Web site: www.astonmartin.comFounded: 1913Country of Origin: UK
Aston Martin is a name that needs little introduction. It has always stood for fine, civilized high performance sports cars, designed and produced by skilled craftsmen.
Founded in 1913, it has produced some of the world´s most celebrated and iconic sports cars.
From 1994 until 2007 Aston Martin was part of the Ford Motor Company, becoming part of the company’s Premier Automotive Group in 2000.
Historical Association. Was the first brand to popularize the wristwatch.
FACTS:
A long association between 007 and the marque began on screen with the silver DB5 that appears in Goldfinger (1964).
On 12 March 2007 a consortium led by Prodrive chairman David Richards purchased Aston Martin for £475m.
Top Spot on the annual CoolBrands® list - 2011.
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BMW
All Rights Reserved - BMW®
All Rights Reserved - BMW®
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BMW
Web site: www.bmw.comFounded: 1916Country of Origin: Germany
BMW is a luxury and elitist brand. Not everybody can afford one, it appeals to people that do not accept second-best. Brand principle, “the ultimate driving machine”
SECRETS OF SUCCESS
Definition. A BMW defines its owner. It says the owner is likely to be weathy adrenalin-seeking, competitive, looking for an ultimate experience.
Focus. Although BMW has made the odd mistake of moving too far up or downmarket, it has generally kept the kind of tight focus necessary for any corporate brand.
FACTS:
Best Innovation Award in 2004.
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LOUIS VUITTON
All Rights Reserved - Louis Vuitton®
All Rights Reserved - Louis Vuitton®
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LOUIS VUITTON
Website: www.louisvuitton.comFounded: 1854Country of Origin: France
Louis Vuitton is the ultimate status brand. It manages to combine mass production with a highly aspirational image.
SECRETS OF SUCCESS:
Mass Marketing. Louis Vuitton deploys mass-marketing techiniques such as celebrity endorsement and sports sponsorship.
Status. Louis Vuitton has managed to gain higher sales while retaining its high status.
Travel. The roots of the brand are in travel.
FACTS:
The Louis Vuitton brand is embodied by the Monogram canvas.
Louis Vuitton employs nearly 10.000 people throughout the world, 60% of whom are based outside France.
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ROLEX
All Rights Reserved - Rolex®
All Rights Reserved - Rolex®
33
ROLEX
Web site: www.rolex.comFounded: 1908Country of Origin: UK
Rolex is considered to be the history of the wristwatch industry.
SECRETS OF SUCCESS:
Quality. Rolex concentrated on quality from its very first wristwatch in 1908. It confirms its quality by sending watches to be tested by a Swiss observatory a few years later.
Distribution. The brand stimulates demand by limiting distribution. Only certain retailers are allowed to sell Rolex watches.
Historical Association. Was the first brand to popularize the wristwatch.
FACTS:
The name Rolex was used because it was easy to pronounce in any European language and short enough to fit on the dial of a watch.
The company still makes most of its products by hand to control quality.
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TIFFANY & CO.
All Rights Reserved - Tiffany&Co®
All Rights Reserved - Tiffany&Co®
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TIFFANY & CO.
Web site: www.tiffany.comFounded: 1837Country of Origin: USA
The New York brand Tiffany & Co is one of the most distinctive brands.
SECRETS OF SUCCESS:
Visual Identity. Charles Tiffany made the decision to tie the brand with one colour - what is now called the Tiffany Blue.
Innovation. Tiffany´s set prices and retail catalogues changed the way peole shopped.
Luxury. The Tiffany´s brand retains the same luxurious connotations it created in the 19th century, by working with the leading jewellery and acessory designers in the world.
FACTS::
Jewellery represents 82% of Tiffany´s net sales.
Breakfast at Tiffany´s - The brand was immortalized in the 1961 film, starring Audrey Hepburn and Holly Golightly.
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RESPONSABILITYBRANDSBEN&JERRY´SM.A.C
RESPONSABILITY BRANDS/ 35
BEN & JERRY´S
All Rights Reserved - Ben&Jerry´s®
All Rights Reserved - Tiffany&Co®
36
BEN & JERRY´S
Web site: www.benjerry.comFounded: 1978Country of Origin: USA
Back in ’66, in a school gym class, Ben Cohen and Jerry Greenfield found they hated running but loved food. Years later in ’78, Ben had been fired from a series of jobs while Jerry had failed for the second time to get into medical school. So, armed with a $5 correspondence course in ice cream making, they opened their first scoop shop in a dilapidated gas station in Burlington, Vermont.
SECRETS OF SUCCESS:
Caring DiaryFairtradeFree Range EggsBrowniesRecyclingPackagingClimate NeutralCleaner Greener FreezerVeggie
FACTS:
Ben and Jerry met 7th grade gym class in New York.
Ben and Jerry started off in the bagel delivery business, in a company they called UBS (United Bagel Service).
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M.A.C
All Rights Reserved - M.A.C®
All Rights Reserved - M.A.C®
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M.A.C
Web site: www.mascosmetics.comFounded: 1985Country of Origin: Canada
MAC stands for Makeup Art Cosmetics and was founded as a collaberation between Frank Toskan and Frank Angelo in Canada in 1984.
FACTS:
The brand grew fast and became a favourite of celebrites of the 80´s like Pamela Anderson, Boy George and Debbie Harry. The partners lost a lot of friends to HIV/AIDS which is why AIDS Charities have always been important to them and to MAC.
MAC owners have continued on with the MAC AIDS Fund, a program which donates the sale of MAC’s Viva Glam products to provide help to men, women and children living with HIV and AIDS. MAC donates 100% of the selling price of these Viva Glam products to the cause. By 2008 the fund had raised over $128 million dollars.
MAC is the leading brand of professional cosmetics.
MAC is now sold in over 30 countries world-wide.
16 mm
100‰ 100‰
100‰ 100‰Black C
EMOTION BRANDSAPPLEHARLEY-DAVIDSONJACK DANIEL´S
38
EMOTION BRANDS / 38
APPLE
All Rights Reserved - Apple®
All Rights Reserved - Apple®
39
APPLE
Web site: www.apple.comFounded: 1976Country of Origin: USA
Apple is one of the few brands that genuinely inspire love. This love is a result of revolutionizingthe way we view the technology sitting on our desks at work or at home.Apple founder and CEO Steve Jobs once said of his curvaceous candy-coloured range of iMacs, “They make you want to lick them”.
SECRETS OF SUCCESS:
Revolutionary products. Apple didn´t invent the computer, but it has revolutionized our perception of it, through user-friendly and attractive technology.
Good looks. Apple products are design icons and cause people to react and respond just by looking at them.
Emotion. Brands are built around emotion. Products are built arround function. Apple´s computer combine both together.
FACTS:
Apple´s iPods are the number one digital music player in the world.
16 mm
100‰ 100‰
100‰ 100‰Black C
HARLEY-DAVIDSON
All Rights Reserved - Harley Davidson®
All Rights Reserved - Harley Davidson®
40
HARLEY-DAVIDSON
Website: www.harley-davidson.comFounded: 1903Country of Origin: USA
Harley-Davidson does not produce the best performing motorcycles in the world. It certainly does not produce the fastest. Or the cleanest. Or the most enviromentally friendly, or even the cheapest. Harley-Davidson is just the brand legend, a lovemark.
SECRETS OF SUCCESS:
Belonging. People want to feel like they belong. Harley-Davidson, they can make a clear statement about who they are and associate themselves with other like-minded people.
Masculinity. Harley-Davidson is the most masculine of brands, maybe because it is loved by the Hell´s Angels members.
Mythology. The myths that surround the brand.
Cult Status. If brands are religions, Harley-Davidson is a cult.
FACTS:
1933 an art-deco eagle design is painted on all Harley-Davidson gas tanks.
The most tattooed brand in the world.
16 mm
0‰ 65‰
100‰ 0‰Black C 151 C
JACK DANIEL´S
All Rights Reserved - JACK DANIEL´S®
All Rights Reserved - Jack Daniel´s®
41
JACK DANIEL´S
Web site: www.jackdaniels.comFounded: 1866Country of Origin: USA
Tradition, tennesse, quality, homespun, masculine, old-fashioned, unpretentious, confidence, genuineness, honesty are the words that define Jack Daniel´s personality.
SECRETS OF SUCCESS:
Personality. Jack Daniel´s has well-rounded personality that appeals to different people for different reasons.
Name. The brand founder name merged into the brand.
Warmth. People often say that the whiskey has a warm taste.
FACTS:
The Jack Daniels smoothness is created by a special charcoal mellowing process.
In 1895 the bottle design was changed and since then the square bottle remains a symbol for Jack Daniel´s quality.
16 mm
10‰ 40‰
100‰ 1 5‰Black C
DESIGN BRANDSBANG & OLUFSEN CONVERSE IKEA
42
DESIGN BRANDS / 42
BANG & OLUFSEN
All Rights Reserved - Bang & Olufsen®
All Rights Reserved - Bang & Olufsen®
43
BANG & OLUFSEN
Web site: www.bang-olufsen.comFounded: 1925Country of Origin: Denmark
The Danish brand did not invented the radio, they just made it better. The first Bang & Olufsen radio in 1925 looked and sounded a lot sharper than it had before.
SECRETS OF SUCCESS:
Improvement. Bang & Olufsen does not want to indroduce new types of products. Just want to improve old ones through its marrige of acoustic and aesthetic excellence.
Independence. By staying independent Bang & Olufsen has managed to move at its own pace.
FACTS:
Bang & Olufsen has approximately 1,770 stores in more then 40 countries.
Nearly all the products are made in Denmark.
16 mm
100‰ 100‰
100‰ 100‰Black C
CONVERSE
All Rights Reserved - Converse®
All Rights Reserved - Converse®
44
CONVERSE
Website: www.converse.comFounded: 1908Country of Origin: USA
Before Nike or Adidas or Reebook, there was Converse.
SECRETS OF SUCCESS:
Heritage. Converse is now one of the coolest heritage brands around, and retains a retro appeal by continuing its original products, such as the Converse All Star.
FACTS:
Introduced in 1917, The All Star soon led to the creation of the Chuck Taylor All Star, a shoe that become the staple of basketball players worldwide for more than 50 years.
The original 1923 canvas rubber classic Chuck Taylor All Star have sold more than 750 million pairs sold in 144 countries.
16 mm
100‰ 100‰
100‰ 100‰Black C
IKEA
All Rights Reserved - IKEA®
All Rights Reserved - IKEA®
45
IKEA
Web site: www.ikea.comFounded: 1943Country of Origin: Sweden
IKEA is about a simple idea. This idea means good-looking, highly functional and inexpensive furniture.
SECRETS OF SUCCESS:
Cost. IKEA is one of the few brands that manage to be both cheap and respectable.
Continuity. The core values of “democratic design” has remained the same over decades.
Information. Detailed information about their products.
Difference. IKEA always stood out from the crownd.
FACTS:
When IKEA started Ingvar Kamprad IKEA founder used to distribute his products via the county milk van.
The IKEA story began in 1943 in the small village of Agunnaryd in Sweden, when founder Ingvar Kamprad was just 17. Since then, the IKEA Group has grown into a major retail experience with 123,000 co-workers in 25 countries/territories generating annual sales of more than 21.5 billion euros.
16 mm
100‰ 52‰
0‰ 0‰YW C 293 C
CONSISTENT BRANDSCOCA-COLANIVEA
46
CONSISTENT BRANDS / 46
COLA-COLA
All Rights Reserved - Coca-Cola®
All Rights Reserved - Coca-Cola®
47
COLA-COLA
Web site: www.coca-cola.comFounded: 1885Country of Origin: USA
Coca-Cola is one of the most popular soft drinks in the world. In fact, over one billion cans of Coca-Cola are consumed every day.
SECRETS OF SUCCESS:
Advertising. Right from the start, as much money has been spent on the brand as on the product.
Authenticity. Cola-Cola has, since the Second World War, billed itself as “The Real Thing”.
Youth appeal. The Coca-Cola brand targeted young people.
Aesthetic. More then any other consumer product, Coca-Cola understand the power of its aesthetic.
FACTS:
In the first year the company sold about nine glasses of Coca-Cola a day.
Coca-Cola has become the most popular and biggest-selling soft drink in history.
1985 Coca-Cola became the first soft drink ever in space.
16 mm
0‰ 100‰
100‰ 0‰W.RED C
NIVEA
All Rights Reserved - Nivea®
All Rights Reserved - Nivea®
48
NIVEA
Web site: www.nivea.comFounded: 1911Country of Origin: Germany
Nivea, the first mass-market skincare product, was invented in Hamburg in 1911. The visual identity has remained roughly the same over the years, as their brand values.Nivea (is a name taken from the latin for snow) promised both to beautify and to purify the skin, at a reasonable price.
SECRETS OF SUCCESS:
Consistency. Since it was re-branded in 1920s he has remained remarkably consistent, both visually and in terms of the purpose of its products
Cross-Culture appeal. The Nivea brand is never lost in translation. Its simple promise of gentle skin care is understood and welcomed almost everywhere.
FACTS:
Known for its heritage, affordability, trust, and loyal consumer base, nivea is celebrating “100 years of skin care” with a massive high- profile multi-media marketing campaign that plays up its reliable, trusted image
Nivea continues to garner loyalty through effective products and a sharpened brand strategy across all relevant touchpoints.
16 mm
100‰ 0‰
88‰ 5‰072 C
ADVERTISING BRANDSABSOLUT VODKAGAP
49
ADVERTISER BRANDS / 49
ABSOLUT VODKA
All Rights Reserved - Absolut®
All Rights Reserved - Absolut®
50
ABSOLUT VODKA
Web site: www.absolut.comFounded: 1887Country of Origin: Sweden
Every drop of Absolut Vodka in the world comes from one source - the small village of Âhus in southern Sweden.
SECRETS OF SUCCESS:
Difference. “To Surprise and Delight” is the stated brand aim on the Absolut Web site.
Innovation. Innovation marketing is the key to Absolut´s SUCCESS, being one of the three brands included in American Marketing Associations Hall of Fame.
Extreme. Suitable for a product with a 40 per cent alcohol content, Absolut is not scared to the extreme.
FACTS:
Absolut´s first advertising campaign began in 1981. It is still running.
In 1985 Absolut blurred the line beteween art and advertising when they commissioned Andy Warhol to paint the bottle.
16 mm
100‰ 52‰
0‰ 0‰Black 2935 C
GAP
All Rights Reserved - GAP®
All Rights Reserved - GAP®
51
THE GAP
Web site: www.gap.comFounded: 1969Country of Origin: USA
Advertising has always been a very part of The Gap. In the late 1990s, Gap ads with the trademark white background and dance routines has became one of the visual signifiers of the decade.
SECRETS OF SUCCESS:
Easy. The brand is easy to shop, easy to wear easy to identify with.The brands never falls into the trap of looking like it´s trying too hard.
Advertising. Acording to Naomi Klein, “The Gap...is as much in the culture-creation business as the artists in its ads”.
Narrow identity. If The Gap want to do something new it will creat or buy a new brand, such as Banana Republic or Old Navy.
FACTS:
Originally The Gap sold names such as Levi´s, rather than its own branded goods.
It is now the most SUCCESSful clothing company on the planet.
16 mm
100‰ 69‰
0‰ 56‰293 C
DISTRIBUTION BRANDSAMAZONDELLFEDEX
52
DISTRIBUTION BRANDS / 52
AMAZON.COM
All Rights Reserved - Amazon.com®
All Rights Reserved - Amazon.com®
53
AMAZON.COM
Web site: www.amazon.comFounded: 1996Country of Origin: USA
Amazon.com has succeeded where thousands of others have failed.
SECRETS OF SUCCESS:
Inclusion. At Amazon.com, customers are not voiceless who onluYcan buy products. They can sell products (such as used books) or offer reviews of items for other shoppers, is a peer-to-peer marketing.
Information. All the details about the product are told to the customer before they buy it.
Focus. Amazon.com advertising is generally via internet or viral marketing.
FACTS:
Amazon.com is the world´s most SUCCESSful online retailer.
At a party in 1996, Jeff Bezos come up with the idea of affiliate marketing. There are now millions on the Web.
16 mm
0‰ 48‰
100‰ 0‰Black 144 C
DELL
All Rights Reserved - Dell®
All Rights Reserved - Dell®
54
DELL
Web site: www.dell.comFounded: 1984Country of Origin: USA
The Dell brand was founded on a customer-centric service model, but has since expanded beyond the consumer category to become the first choice for IT departments, offering enterprise services and solutions in addition to its retail products
SECRETS OF SUCCESS:
Focus. “ We sell direct”.
Harmony. Dell unifies production and distribution. “the reason this company is SUCCESSful is because we´ve got these things working in harmony in a way that nobody has ever been able to achieve before” says Dell.
Self-awareness. Dell is a brand well aware of its own identity.
FACTS:
Dell is the world´s number one direct sales computer vendor.
Most of its products are sold to business and governmental bodies.
16 mm
100‰ 69‰
0‰ 56‰2945 C
FEDEX
All Rights Reserved - FedEx®
All Rights Reserved - FedEx®
55
FEDEX
Web site: www.fedex.comFounded: 1973Country of Origin: USA
FedEx delivers 5 million shipments every business day. It is the world´s leading delivery brands, worth billions of dollars.
SECRETS OF SUCCESS:
The law of the first. FedEx has proved the law of first by leading the way through innovations such as guaranteed next-day delivery.
Speed. FedEx is the fast brand suited to the fast pace of the Internet age.
FACTS:
FedEx is the largest express transportation company.
FedEx delivers over 3 million packges every day.
16 mm
0‰ 65‰
100‰ 0‰012 C
SPEED BRANDSGOOGLEZARA
SPEED BRANDS / 56
56
All Rights Reserved - Google®
All Rights Reserved - Google®
57
Web site: www.google.comFounded: 1984Country of Origin: USA
Google is a global brand like no other. With Google there is no fatal gap beteween perception and reality, like other brands,everybody´s perception of Google is based on their experience of using it.
SECRETS OF SUCCESS:
Uniquity. Google is everywhere on the Web, as it is used by a variety of other major Web sites to provide search listings. It also various internationalsites to appeal to a global, multilingual audience.
Experience. The experience is the brand. Google views its brand from the outside in and keeps the focus firmly on the user´s experience.
Technology. Google shows how technology should be used. It deplys incredibly complex software to create a incredibly simple Web Site.
FACTS:
In July 2004 Google suffered from a computer virus that ground the search engine to a halt.
Google remains not only the most popular search engine, but also the most visited site on the Web.
16 mm
ZARA
All Rights Reserved - Zara®
All Rights Reserved - Zara®
58
ZARA
Web site: www.zara.comFounded: 1975Country of Origin: Spain
Zara SUCCESS through speed. By producing most of its products in-house, it is both the supplier and retailer. New products arrive in stores every few days, not just once a season.
SECRETS OF SUCCESS:
Fashion. Zara is referred to as a fashion-conscious.
Limited Marketing. Zara limits its marketing activity, the new shops are hidden behind boards until they open.
Repeat Custom. Zara Fans, return 17 times a year to the shop to bye new clothes, more 14 times than in the average clothes shops.
Cost. Zara replicates high fashion but makes it affordable.
FACTS:
Currently, it has 1,600 stores in 77 countries.
Zara is able to offer the latest trends with affordable prices thanks to a logistics system that allows the production of more than 15,000 new references each year and complete stock rotation every 15 days.
16 mm
0‰ 0‰
0‰ 100‰Black
EVOLUTION BRANDSINTELNOKIASAMSUNG
EVOLUTION BRANDS / 59
59
INTEL
All Rights Reserved - Intel®
All Rights Reserved - Intel®
60
INTEL
Web site: www.intel.comFounded: 1968Country of Origin: USA
Intel is at the forefront of microprocessor innovation, committedto advancements in energy efficiency, the use of technology in education and healthcare, and global ventures in computers.
SECRETS OF SUCCESS:
Customer education. Product innovation was followed by equally pioneeting advertising.
Mutual benefit. Both Intel and computer makers have a mutual benefit in promoting the brand.
FACTS:
Intel was the first computer component brand advertise directly to consumers.
Intel continues to grow its awareness, especially by engaging consumers in conversations about the future.
Intel is currently the seventh most valuable brand in the world.
16 mm
84‰ 44‰
0‰ 0‰285 C
NOKIA
All Rights Reserved - Nokia®
All Rights Reserved - Nokia®
61
NOKIA
Web site: www.nokia.comFounded: 1865Country of Origin: Finland
Despite being one of the world’s largest manufacturers of mobilephones and topping the rankings of environmental and social initiatives, Nokia is working to keep pace with mobile innovation and with the evolving consumer taste for smartphones. The recent partnership with Microsoft puts it in a good position, though it will take time to bring products to market. Nokia is positioning itself to “connect the next billion” by targeting developing markets.
SECRETS OF SUCCESS:
The ringtone “Nokia tune” seems to be based on a 19th century guitar work named “Gran Vals” by Spanish musician Francisco Tarrega.
Nokia seems to be the world’s largest digital camera manufacturer, which means that its camera phone sales have long exceeded those of any conventional camera maker.
Nokia produces over half a million phones every day.
Nokia is the world leader in mobile communications.
16 mm
90‰ 57‰
0‰ 0‰293 C
SAMSUNG
All Rights Reserved - Samsung®
All Rights Reserved - Samsung®
62
SAMSUNG
Web site: www.samsung.comFounded: 1969Country of Origin: South Korea
After establishing itself as the clear leader in flat panel televisions, Samsung continues to focus on mobile devices. Through a strong flagship brand strategy around Galaxy smartphones and tabletdevices under the Android platform.
SECRETS OF SUCCESS:
Brand focus. “Samsung has SUCCESSfully made brand building the key focus of its marketing strategy” Interbrand.
Leadership. Samsung used to have rather lacklustre image as a“follow the crownd” kind of company. However its new image as an embassador for digital technology has turned it into an insdustry pacesetter.
FACTS:
Samsung is the fastest rising brand on Interbrand´s list of the Top 100 Brands.
Samsung means “3 stars” in Korean.
16 mm
100‰ 80‰
0‰ 0‰286 CV
MUSIC BRANDSTHE BEATLESTHE CLASHTHE ROLLING STONES
63
MUSIC BRANDS / 63
THE BEATLES
All Rights Reserved - The Beatles®
All Rights Reserved - The Beatles®
64
THE BEATLES
Web site: www.thebeatles.comFounded: 1960´sCountry of Origin: UK
The Beatles were an English rock band, active throughout the 1960s and one of the most commercially successful and critically acclaimed acts in the history of popular music.Formed in Liverpool, by 1962 the group consisted of John Lennon (rhythm guitar, vocals), Paul McCartney (bass guitar, vocals), George Harrison (lead guitar, vocals) and Ringo Starr (drums, vocals).
SECRETS OF SUCCESS & FACTS:
The Beatles earned $90,000 in 35 minutes for their Minneapolis show in August 1965.
John’s favorite color was green, Paul’s was blue, George’s was purple, and Ringo’s was red.
There are only seven persons allowed in the Beatles’ magic circle. Aside from the Fab Four, the only ones allowed inside the recording booth are record producer George Martin, road managers Neill Aspinall and Mal Evans. Not until John fell for Yoko Ono who even had a bed inside the studio.
16 mm
0‰ 0‰
0‰ 100‰Black
THE CLASH
All Rights Reserved - The Clash ®
All Rights Reserved - The Clash ®
65
THE CLASH
Web site: www.theclash.comFounded: 1976Country of Origin: UK
Joe Strummer, Mick Jones, Terry Chimes, Paul Simenon and Keith Levine became The Clash in late 1976. Inspired by seeing The Sex Pistols and the music they were making, the boys quickly evolved a stance and image that endeared them to the punk masses.
SECRETS OF SUCCESS & FACTS:
The Sex Pistols may have been the first British punk rock band, but the Clash were the definitive British punk rockers.
The Clash performed its first concert in the summer of 1976, supporting the Sex Pistols in London.
the Clash s first single, “White Riot,” and eponymous debut album were released to great critical acclaim and sales in the U.K., peaking at number 12 on the charts.
“London Calling”, released in mid-December 1979, was named the best album of the 80s by “Rolling Stone” magazine.
16 mm
0‰ 0‰
0‰ 100‰Black
THE ROLLING STONES
Web site: www.rollingstones.comFounded: 1962Country of Origin: UK
The Rolling Stones are an English rock band, formed in London in April 1962 by Brian Jones (guitar), Ian Stewart (piano), Mick Jagger (lead vocals, guitar), and Keith Richards (guitar, vocals).
SECRETS OF SUCCESS & FACTS:
92 singles, 29 studio albums, 10 live albums and more songs than you can count.
Formed in 1961 by schoolmates Mick Jagger and Keith Richards, what has become known as the world’s greatest rock & roll band originally performed covers of other artists’ hit songs. Their first album, in 1964, contained only one Jagger-Richards original,“Tell Me”.
Jones named the band The Rolling Stones to pay tribute to “Rollin’Stone” by Muddy Waters.
The Rolling Stones hit ‘I Wanna Be Your Man’ was written especially for them by John Lennon and Paul McCartney.
THE ROLLING STONES
All Rights Reserved - The Rolling Stones®
All Rights Reserved - The Rolling Stones®
66
16 mm
0‰ 100‰
100‰ 0‰438 CBlack
COOLBRANDS®
H&MJELLY BELLYRAY-BANTOP 20 - COOLBRANDS® 2011
67
COOLBRANDS® / 67
H&M
All Rights Reserved - H&M®
All Rights Reserved - H&M®
68
H&M
Web site: www.hm.comFounded: 1947Country of Origin: Sweden
H&M maintains a global presence in 40 countries with over 2,300 stores, adding more than 200 in the past year alone. Its modern basics and tailored fits appeal to millions as they offer the latest trends at affordable pricing.
SECRETS OF SUCCESS & FACTS:
The company was established in 1947 by Erling Persson in Västerås, Sweden. At the time it only sold women’s clothing and was called Hennes, Swedish for “hers”.
In November 2004, selected company stores offered an exclusive collection by fashion designer Karl Lagerfeld. The press reported large crowds and that the initial inventories in the larger cities were sold out within an hour.
Designers such as Stella McCartney, Viktor & Rolf, Roberto Cavalli, Comme des Garçons, Madonna, Jimmy Choo, Lanvin, Kylie Minogue and Matthew Williamson also designed for H&M
The branding consultancy Interbrand ranked the company as the twenty-first most-valuable global brand in 2011.
16 mm
11‰ 95‰
95‰ 0‰200 C
JELLY BELLY
All Rights Reserved - Jelly Belly®
All Rights Reserved - Jelly Belly®
69
JELLY BELLY
Web site: www.jellybelly.comFounded: 1898Country of Origin: USA
Full of true-to-life flavour Jelly Belly® is the original gourmet Jelly Bean®.
SECRETS OF SUCCESS & FACTS
Jelly Belly officially has 50 flavors (originally 40) that are made year-round. Additionally, Jelly Belly frequently produces “rookie” flavors that sometimes are added to the jelly beans in the 50 official flavors if they become popular enough.
Blueberry flavor was created for Ronald Reagan’s presidential inauguration in 1981 when over three tons of Jelly Belly beans were consumed during the festivities.
The name Jelly Belly was inspired by the rhyme with Leadbelly, a 1920s blues singer.
Jelly Belly beans were the first jelly beans in outer space when President Reagan sent them on the 1983 flight of the space shuttle Challenger.
16 mm
0‰ 100‰
100‰ 0‰YellowCRed 032
RAY-BAN
All Rights Reserved - Ray-Ban®
All Rights Reserved - Ray-Ban®
70
RAY-BAN
Web site: www.ray-ban.comFounded: 1937Country of Origin: Italy
First created in an aviator style in 1937, Ray Ban has undergone over seventy years of development, mastering the art of great eyewear. From a starting point, Ray Ban sunglasses were designed for the U.S. Air Force exclusively
SECRETS OF SUCCESS & FACTS:
Sunglasses designed by Ray Ban are always thought of “the models that left a mark in eyewear as well as in pop culture”.
Ray-Ban sunglasses not only shield the eyes from potentially dangerous glares, but they help protect the wearer from harmful rays. The lenses themselves also boast an effective scratch protective shield.
Ray-Ban features a number of famous ties, including Tom Cruise who famously wore a pair in the blockbuster films “Risky Business” and “Top Gun”, as well as General Douglass MacArthur who frequently wore Ray-Ban during World War II.
The most popular Ray-Ban models are the Aviators and the Wayfarers.
16 mm
0‰ 99‰
94‰ 0‰Red 032
71
COOLBRANDS®2011TOP 10
COOLBRANDS®2011TOP 20
72
BEST GLOBAL BRANDS®2011TOP 100 INTERBRAND
73
BEST GLOBAL BRANDS® 2011 / 73
74
BEST GLOBAL BRANDS®2011TOP 10
75
BEST GLOBAL BRANDS®2011TOP 20
76
BEST GLOBAL BRANDS®2011TOP 30
77
BEST GLOBAL BRANDS®2011TOP 40
78
BEST GLOBAL BRANDS®2011TOP 50
79
BEST GLOBALBRANDS®2011TOP 60
80
BEST GLOBAL BRANDS®2011TOP 70
81
BEST GLOBAL BRANDS®2011TOP 80
82
BEST GLOBAL BRANDS®2011TOP 90
83
BEST GLOBAL BRANDS®2011TOP 100
84
TATTOO INDEXTOP TATTOO ARTISTS
TATTOO INDEX / 84
Robert HernandezVittamin Tattoo, Spain
Roberto BorsiPrimordial Pain, Italy
Mao Y CathyTatuaje Artistico, Spain
BugsTaboo Tattoo, Usa
Eric de L’etoileNephtys De L’etoile, Canada
Colin DaleSkin&Bone , Denmark
Jack MosherBody Armor Tattoo, Usa
Jesus SayaleroHuman fly Tattoo studio, Spain
LenuAlien Tattoo, Poland
MojoMojo Tattoo, Italy
Zsolt SarkoziCircle Tattoo, Hungary
Henning JorgensenRoyal Tattoo, Denmark
ShigeYellow Blaze Tattoo, Japan
Alex de PaseAlex de Pase tattoo, Italy
ChingEast Tattoo, Taiwan
DalmiroCustom tattoos by dalmiro, Sweden
Chriss DettmerTattoo Nouveau, Germany
Lal HardyNew Waves Tattoo, UK
Jo HarrissonModern Body art, UK
Mike HooliganKadillac Tattoo Deuce, USA
Laura JuanLe Tatouage de Laura Juan, Spain
Phil KyleMagnum Opus Tattoo
Lina StigsonRob Admiraal tattoo Studio, Holland
Ryan MasonScapegoat tattoo,USA
Miss NicoGermany
El MongaAloha Tattoo, Spain
85
MorgMorganic Heart, Italy
Shane O’neillTrade mark tattoo,USA
SafwanImago Tattoo, Canada
Yushi TakeiBlack and Gold Tattoo, on the road
VladiPositive vibration, Italy
WoodyWoody Tattoo, UK
ZeleZele Tattoo, Croatia
GenkoGT Corp, Japan
Andy EngelAndy’s Tattoo, Germany
Yang ZhuoYZ tattoos, China
Jeff OrtegaEvil from the Needle, UK
TumppiHouse of Pain, Sweden
Mikael SchelenHouse of Pain, Sweden
TATTOO INDEXTOP TATTOO ARTIST
www.uktattoostudios.co.ukwww.thelondontattooconvention.comwww.tattoo.com
TATTOO INDEXTOP TATTOO ARTIST
86
Daniel EkdahlDaniel Tattoo, Sweden
Mike RubendallKings Avenue Tattoo, USA
Nikole LoweGood Times Tattoo,UK
Pili Mo’oMo’o Tatau, Tenerife
Phillip SpearmanInk Work Tattoo, USA
Carlos TorresGood Fellas Tattoo, USA
Brent MccownAtaiatattoo, New Zealand
Claudia De RossiJolie Rouge, UK
George BardadimBardadim tattoo studio, Russia
Maximo LutzBlood and Tears Tattoo, Spain
Chad KoeplingerRock of Age Tattoo, USA
Dan SmithHigh Voltage Tattoo, USA LA ink
Federico FerroniLove Hate tattoo, USA
Guil ZekriReinkarnation tattoo, Germany
HenrikHernrik Tattoo, France
HuaEast Tattoo, Taiwan
Dan SinnesDan Sinnes tattoos, Luxembourg
Tang PingZiyou tattoo, China
VolkoBuena Vista Tattoo Club, Germany
SimoneBuena Vista Tattoo, Germany
Daniel DiMattiaCalypso tattoo, Belgium
Jess YenMy Tattoo, USA
Tim KernTribulation tattoo, USA
Milton NunezMy Tattoo, USA
Du Ze WuTianZuntang tattoo, China
Oliver PeckUSA
Andrea PallocchiniStudio Four X, Italy
Laura SatanaExxotic Tattoos, France
Michelle MylesDaredevil USA
ManekoGoodfellas, Brazil
Elson YeothiINK tattoo, Singapore
Hari Sedaharisuma tattoo parlour, Puerto Rico
NervioRoses and Panthers, Mexico
Yang PengAssassin Tattoo, China
Arianna SettembrinoSkinwear tattoo, Italy
Matt KnoppTattoo Paradise, USA
HortitakaState of Grace, USA
Chuey QuintanarTattoo land, USA
HeinzPsycho Tattoo, Italy
MalloLa Bottega dei tattuaggi, Italy
KhanKhan tattoo, South Korea
RandyHeaven of Colours, Germany
TATTOO INDEXTOP TATTOO ARTIST
87
Benjamin MossApocalypse Tattoo,USA
Manuel ValenzuelaInkfatation, USA
EakFull time tattoo, Bangkok
AlexDirty Roses Tattoo, Greece
Andy TranMy Tattoo, USA
Anna PaigeBody Graphics Tattoo, USA
Antonio TodiscoMacko Tattoo, Italy
Ben GrilloLove Hate tattoo, Edingburgh
Bill FunkBody Graphics, USA
Billy Whitney808 Tattoo, Hawaii
BoffDivine Canvas, UK
BorisBoris Tattoo, Hungary
Bryan RandolfSpider Murphy’s tattoo, USA
Brian WilsonScapegoat tattoo, USA
Chris LennoxSkin FX, Australia
Chris Sawyer808 tattoo, Hawaii
Colin Baker, horisouState of Grace tattoo, USA
Cory NorrisClassic Tattoo Studio, USA
Aaron HodgesIdle Hand tattoo, USA
DenoCircus tattoo, Spain
Dimitri HKDimitri HK tattoo, France
Diego AzaldeguiMVL tattoos, UK
Danny WarnerClassic Tattoo Studio, USA
Erik RiethSeventh Son Tattoo, USA
Fang ZhiFZ tattoos, China
FonzyGreaskull tattoo alley, USA
GakkinHarizanmai tattoo, Japan
Gabe ShumAce dragon tattoo, China
George MavridisTattooligans studio, Greece
Grant CobbTattoo Paradise, USA
Kapten HannaIdle hand tattoo, USA
Heather BaileySpider Murphy’s tattoo, USA
Holly EllisIdle Hand Tattoo, USA
Jacqueline SpoerleCorazon Tattoo, Switzerland
Jason DonahueIdle Hand tattoos, USA
Jay SawyerUSA
Jenn LilesSpeakesasy tattoos, Canada
Seventh Son TattoosSeventh Son tattoos, USA
Jorge BecerraLove Hate tattoo, UK
Josh ArmentAloha Monkey tattoos, USA
TATTOO INDEXTOP TATTOO ARTIST
88
Kian ForrealInner Vision Tattoo Studio, Australia
KostasDirty Roses Tattoo, Greece
Luke StewartSeventh Son Tattoos, USA
Matt HowseSpider Murphy’s tattoo, USA
Mick SquiresKorpus Tattoo, Australia
Mike TweedInkfluence tattoo, USA
Nick ChaboyaSeventh son Tattoo, USA
Nick ColellaThe Chicago Tattoo Company,USA
Patrick SansBurly Fish Tattoo, USA
Paul DoblemanSpider Murphy’s tattoo, USA
PawelThirth Eye tattoo, Poland
Pino CafaroElektrik revolver tattoo, Germany
Richie Clarkeforever True Tattoo, UK
SakeSake tattoo, Greece
Sandor JordanAkira Tattoo, Germany
SietoYungen tattoo, Netherlands
Sarah SchorNewyork Adorned USA
Erik GillespieChicago Tattoo Co, USA
Stuart CripwellSpider Murphy’s tattoo, USA
Teneille NapoliGarage Ink, Australia
Theo MindellSpider Murphy’s Tattoo, USA
Tattoo TonyTATTOOTONY LA LAB, USA
Amanda WachombDARE DEVIL, USA
Beau BradyDARE DEVIL, USA
Diego ManninoDARE DEVIL, USA
Czene LaszloHUNGARY
Daniel NovaisDANIEL NOVAIS TATTOO, BRAZIL
Eric JonesGOLD RUSH TATTOO, USA
Eric MarcinizynTrademark Tattoo, USA
Errolinkstitution Tattoo and Gallery, Netherlands
Valerie VargasFrith Street Tattoo, UK
Stewart RobsonFrith Street Tattoo, UK
Emiliano LiberatoriFrith Street tattoo, UK
Stefano CFrith street Tattoo, UK
Ganso GalvaoBrazilian Crew, Brazil
EnGT CORP, Japan
Giancarlo CapraIl Pellerossa Tattoo, Italy
Horiyoshi III Souryou KazuyoshiJapan
TATTOO INDEXTOP TATTOO ARTIST
89
Errolinkstitution Tattoo and Gallery, Netherlands
Valerie VargasFrith Street Tattoo, UK
Stewart RobsonFrith Street Tattoo, UK
Emiliano LiberatoriFrith Street tattoo, UK
Stefano CFrith street Tattoo, UK
Ganso GalvaoBrazilian Crew, Brazil
EnGT CORP, Japan
Giancarlo CapraIl Pellerossa Tattoo, Italy
John RafteryDare Devil, USA
Kaloian SmokovSmokov Tattoo, Bulgaria
Lindsey CarmichaelGold Rush tattoo, USA
Luca NataliniMilano City ink, Italy
Marcuse BlanchySmilin Demon tattoos, Germany
Preston ChambersRebellion Tattoo, USA
Seth CiferriAtlas Tattoo, USA
Smith Street Tattoo ParlourSmith street Tattoo Parlour, USA
Steve WimmerInfamous tattoo, USA
Stilian SmokovSmokov Tattoo, Bulgaria
Thomas KynstKynst tattoo, Netherlands
Tim HendricksGold Rush Tattoo, USA
Tin TinTin Tin tatouages, France
Tommy Lee WendtnerTommy Lee tattoo, Germany
Victor PolicheriVip tattoo, Spain
Victor Portugal9th Circle Tattoo, Poland
ZunoElectric tattooing, Italy
Matt DifaJolie Rouge tattoo, UK
Nikko HurtadoNikko Hurtado tattoo, USA
BezTriple Six Studio, UK
Eddy ReyesSecret Sidewalk tattoo, USA
ChristosEndangered species tattoo, Cyprus
Charlie RobertsSpotlight tattoo, USA
Steve SotoGoodfellas tattoo, USA
Ivano NataleGoodfellas tattoo, USA
TakamiKnockover tattoo, Japan
JTGIdle hand tattoos, USA
Adam HaysRed Rocket Tattoo, USA
Mike BellamyRed Rocket tattoo, USA
Matthew AmeyIndependent tattoo, USA
Dana HelmuthIndependent tattoo, USA
Emily WoodBlack heart studio, UK
SchwarzBlack heart tattoo studio, UK
Theo JakInfamous studio, Sweden
TATTOO INDEXTOP TATTOO ARTIST
90
Alexandre DallierBrazilian Crew, Brazil
RicoDaruma goya, Japan
Dr. LakraMexico
Javier RodriguezLTW, Spain
Jorge TeranLTW, Spain
Piotrek TatonTaton Tattoo, UK
Adrian LeeAnalog tattoo, USA
Matt ShamahAnalog Tattoo, USA
Ron EarhartAnalog Tattoo, USA
Jim MinerAnalog tattoo, USA
TassInto You, UK
CollaTahiti Va’a Tatau
Amanda ToyMilano City ink, Italy
Marco WallaceMilano City ink, Ital
Jason ButcherImmortal Ink, UK
Marina InoueFlyrite tattoo, USA
Kris MagnottiDa Vinci Tattoos, USA
Katie SellergrenAloha Monkey tattoo, USA
Daniel DubayTattoo Rascal, Slovakia
AlexSkin Inc, UK
CarstenB52, Germany
StephenEast Side Tattoo, UK
NickEast Side Tattoo, UK
Justin NaceyRiverside Tattoo, UK
Graig ridleyAngelic Hell Brighton, UK
João PimentaAtomic Tattoo, Portugal
BOOKSHaig, Haig. (2010) Brand Royalty: How the World’s Top 100 Brands Thrive & Survive, Paperback
Superbrands. (2010) Coolbrands, 2010/2011, Hardcover.
Hill, Laura. (2011) Superbrands Annual 2011: An Insight into Some of Britain’s Strongest Brands, Hardcover.
Superbrands. (2010) Coolbrands, 2010/2011, Hardcover.
WEB:CoolBrands© @ www.coolbrands.uk.com
Interbrand© @ www.interbrand.com
Brands of the World© @ www.brandsoftheworld.com
WPP© @ www.wpp.com
Adbusters© @ www.adbusters.org
REFERENCES
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REFERENCE / 91
ACKNOWLEDGEMENTS An enormous thank you must go to my family, to Luis P. and Fernando T. for their encouragment and enthusiasm. Also to Dora, Silvia, Tytto, Ricardo C., Humberto, Joao P. and all tattoo artist and Brands in this book.
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ACKNOWLEDGEMENTS / 92
