How Guinness, Lego and others face a struggle

Strategic Direction

ISSN: 0258-0543

Publication date: 1 December 2004


You’re on your way home and have been in Marks & Spencer’s for a pair of socks and a bottle of wine. On your way to the car, your Motorola phone rings and you’re asked to visit a supermarket for a pair of Levi’s and some groceries. “Get some Guinness, too, and a couple of Kit Kats,” is the message, and “Don’t forget you’re helping the children build things with their Lego later.” All’s well with the world and you’re eager to get home to the bosom of your family. Don’t those brand names we all know help create a comfortable feeling – a sort of security blanket that protects us from the dangers that lie in change and unfamiliarity?



(2004), "How Guinness, Lego and others face a struggle", Strategic Direction, Vol. 20 No. 11, pp. 4-6.

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Copyright © 2004, Emerald Group Publishing Limited

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