Tuesday, 6 June 2006


Such is the power of a well-established brand image that, for the duration of the World Cup, Mars bars have been renamed ‘BELIEVE’ (as in “Believe England can win”) and yet we still recognise the product when we see it for sale.

Few products have such nationwide awareness; although, in 1953, Guinness was able to produce a poster celebrating the Coronation of Queen Elizabeth II which featured the then-popular Guinness zoo-animals but without any slogan or product placement - other, that is, than a tell-tale glass of Guinness lodged halfway down the Ostrich’s throat.

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