By Andrea Hiott
Occasionally attaining enormous issues calls for the power to imagine small. this straightforward notion was once the motive force that propelled the Volkswagen Beetle to turn into an avatar of American-style freedom, a loved ones model, and an international icon. The VW trojan horse encouraged the advert males of Madison street, beguiled Woodstock country, and has lately been re-imagined for the hipster iteration. And whereas at the present time it's absolutely the most recognizable vehicles on the earth, few folks recognize the compelling information of this car’s tale. In Thinking Small, journalist and cultural historian Andrea Hiott retraces the inconceivable trip of this little vehicle that modified the world.
Andrea Hiott’s wide-ranging narrative stretches from the manufacturing facility flooring of Weimar Germany to the administrative suites of today’s automobile innovators, displaying how a succession of artists and engineers shepherded the Beetle to marketplace via classes of privation and battle, reconstruction and restoration. Henry Ford’s version T could have revolutionized the yank car undefined, yet for years Europe remained a spot the place in basic terms the elite drove autos. that each one replaced with the arrival of the Volkswagen, the made of a Nazi initiative to carry using to the hundreds. yet Hitler’s suggestion of “the people’s car” may quickly tackle new that means. As Germany rebuilt from the rubble of worldwide struggle II, an entire iteration succumbed to the charms of the world’s such a lot huggable automobile.
Indeed, the tale of the Volkswagen is a narrative approximately humans, and Hiott introduces us to the boys who believed in it, equipped it, and offered it: Ferdinand Porsche, the visionary Austrian vehicle dressmaker whose futuristic dream of a reasonable relatives automobile used to be fatally compromised via his customer Adolf Hitler’s monomaniacal force towards battle; Heinrich Nordhoff, the forward-thinking German industrialist whose administration thoughts made mass construction of the Beetle a fact; and invoice Bernbach, the Jewish American ads government whose crew of Madison road mavericks dreamed up the mythical advert crusade that remodeled the integral German compact into an outsize world wide phenomenon.
Thinking Small is the impressive tale of an motor vehicle and an concept. Hatched in an age of darkness, the Beetle emerged into the sunshine of a brand new period as a logo of individuality and private mobility—a triumph no longer of the need yet of the mind's eye.
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Extra resources for Thinking Small: The Long, Strange Trip of the Volkswagen Beetle
The case against line extension doesn’t depend on case histories. If everyone in an industry line extends his/her brands (as happened in the beer business), then it’s not an issue at all. , Budweiser and Bud Light) regardless of what the competition does or doesn’t do. ) The case against line extension is a philosophical case. For a brand to exist, it needs to be filed away in the mind. And where does a consumer put your brand in the mind? ” So what happened when Xerox, the copier company, introduced Xerox computers?
Why is that so? Because it makes sense. We have this terrific brand, goes the thinking, so why can’t we use it on a second product? Or on a third product? That’s the way it is in many corporations today. No wonder line extension is so popular. It’s logical. And it supports the No. ” Not only is line extension logical, you can always find examples where line extensions have worked. Bud Light. Diet Coke. General Electric. Kraft. Dove. Tide. McDonald’s. Chevrolet. And many others. The Essence of Positioning 15 Would you like to smoke?
And so on. Instead of one position for a brand, you have multiple positions. To the business community, Dell is a direct-to-business computer company. To consumers, Dell is a consumer computer. That was a strategy that was supposed to double sales. It didn’t work. Everywhere you look, companies are racing to expand their brands when they should be doing exactly the opposite. Launching a second brand. The Essence of Positioning 17 THE POWER OF SECOND BRANDS Whenever a fashion or technological change occurs, an existing brand, no matter how dominant, faces a choice.
Thinking Small: The Long, Strange Trip of the Volkswagen Beetle by Andrea Hiott