Company visions can have functional and emotional appeal. Furthermore they should be context specific, e.g. catering to the characteristics of a specific industry.
Walt Disney evolved the one time animated movie visit into a full multi-year themed and nostalgic experience including memorabilia and amusement parks.
Nike designed its advertisements in a way that their shoes became the embodiment of the athlete spirit 'Just Do It' featuring celebrities such as Michael Jordan.
In 1997 Steve Jobs started an advertising campaign in dedication of those who 'think different', thereby branding Apple computers as a contrarian, rebel brand.
Inspired by his visit to Italy, Howard Schultz transformed the coffee house concept into a multi-sensory third place experience celebrating coffee culture.
Silicon Valley is the brand name of a region in Northern California, USA, where many IT companies work together to build innovative products and services.
In 2024, during the Super Bowl, Volkswagen reminded Americans of the emotional connections that were forged with the brand since its shipment on American soil in 1949.
Dunkin' recruited Ben Affleck for a series of humorous commercials and campy stories including many other celebs such as Matt Damon, Jennifer Lopez and Tom Brady.
The clothing brand American Eagle capitalized on an emerging counter-trend where the focus shifts from celebrating diversity to celebrating the original culture.
