About Brand Ubiquity: Marketing Concepts To Influence New Business Through Creativity

The idea for this book evolved from a fascination with brands and the place they reside in our brains. Every day, we are surrounded by brands that elicit an immediate and visceral response in our heads—and sometimes not always in a good way. But the most successful brands carve out a niche in our zeitgeist. They become a part of our universal culture and thus become ubiquitous in our minds (if not in our media).

When brand ubiquity occurs, people search and find brands even when they aren't looking. The brand's reputation precedes its presence. It garners evangelists online and off. That's more than marketing gold. That's marketing Californium-252!

But what were the single decisions that create and extend ubiquity in a market? Can we identify a brand's Big Bang moments? Can we trace the strategy back to find where the brand crawled out of the primordial soup of obscurity and developed the legs that carried it toward ubiquity? Can we see when brands evolved?

That is what is truly fascinating.

We wanted to create a single place where we can share proven and yet-to-be-proven successes—slam dunks, trending campaigns and total flyers alike. Some of the brands discussed here will be as familiar to you as your family. Some may seem distant cousins. And others, no doubt, may come across as long-lost crazy uncles, who may either redeem or doom themselves over time.

But all have a common trait—a conviction in an initiative, decision or moment that became the foundation for their brand position ... and a generous predisposition to share that strategy with all of us.