Mark Zuckerberg doesn't understand how to build brands
'If only everything in life was as reliable as a Volkswagen', 'Heineken refreshes the parts other beers cannot reach' and 'Just Do It'. All big ideas that drew me to the advertising industry when I started in 1989. Ideas that leapt out and snagged in the memory. Ideas that inspired consistently powerful advertising campaigns and built lasting brands. They captured what those brands stood for (reliability, refreshment, action), creating distinctiveness, attracting customers and justifying price premiums.
Take Levi's. Launching its 501 jeans in the UK, there was little to choose between them and rivals such as Lee and Wrangler, but when, to the strains of I Heard It Through the Grapevine, Nick Kamen unbuttoned his 501s in that famous launderette commercial, sales shot up
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