The Forbes Wealthiest List has been great fodder for thought. Seeing the Mars family on the list, I wonder how important their vigilance at branding is to this 4th generation family-owned business is to their success. The Branding Strategy blog's entry: Don’t Make A Naming Compromise reminded me of Mar's Milky Way Midnight - their is no question that is a dark chocolate Milky Way, and that is the way naming should work, yet too many brands allow confusion in their naming. Visiting the Mars website you entire their galaxy, complete with a spinning globe (that can be viewer spun) to show the extent of their reach. Mars brings a rigourous consistency to their brand presentation.
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