“Let me tell you about the Volkswagen campaign. When we were awarded with the account the first thing we did was to spend much time in the factory in Wolfsburg, Germany. We spent days talking to engineers, production men. executives, workers on the assembly line. We matched side by side with the molten metal that hardened into the engine, and kept going until every part was finally in its place. We watched fńĪnally as a man climbed behind the steering wheel, pumped the first life into the newborn “Bug” and drove it. We were immersed in the making of a Volkswagen and we knew what our theme had to be. We knew what distinguished this car. We knew what we had to tell the American public. We had to say; “This is an honest car.” This was our selling proposition. We had seen the quality of materials that were used. We had seen the almost incredible precautions taken to avoid mistakes. We had seen the costly system of inspection that turned back cars that would never had been turned down by the consumer. We had seen the impressive effńĪency that resulted in such a an unbelievable low price for such a quality product, We had seen the pride of the craftsmanship in the worker that made him exceed even the high standards set for him. Yes, this was an honest car. We had found our selling proposition.” //Bill Bernbach, DDB

A brand is a promise that takes decades to build. And will be demolished in seconds.

This is not a pro/con entry for the Swedish royal family. It’s not about wether we should have royalties or not. This is (again) about brands and this time it’s about the brand Sweden. The wedding this weekend gives Sweden as a brand an exposure very few corporations of the world could pay for.

In Germany they will show they will broadcast the wedding live in national TV. For 8 hours. In Austria they settle for 4. Recently I sent a package of wedding souvenirs the a dear friend in France  - the first country in the world that got rid of royalties. And so it continues..

When this wedding craziness is over and the last of the over 1500 reporters has left Stockholm on the royal newly weds it would be interesting to see how much media Sweden actually got. And the value of it.

UPDATE (rather late one though): A very careful estimate done by Swedish Mediapilot ends up on a media space worth of 2.5 billions crowns (little less than 250 ooo ooo ‚ā¨). However, TV was not included in that estimate! So the value has to be much more. What would be the cost of 8 hours of nationwide advertising in Germany? Whatever you might think of the royal family…to me it looks like a rather good investment for the brand Sweden.