What do a toy company, a supermarket, a low-cost furniture chain, and a movie studio have in common? They’re all trying to extend their brands—perhaps in embarrassingly awkward fashion—into the hotel business.
A redefined purpose at Lego — to become the world’s strongest brand among families — has helped the company to innovate in a constructive way
Most people aren’t exactly overjoyed that their lives are flooded with ads. Whereas the average consumer may find the creep of advertising to be, well, creepy, advertising insiders see unexpected brand and product placements not as intrusive, but as innovative, often brilliant.