The Evolution Of The Carnival Brand

Bob Dickinson
Carnival Cruise Lines

“A brand for a company is like a reputation for a person. You earn a reputation by trying to do hard things well.”

Jeff Bezos, Founder of

More than a decade ago, we at Carnival Cruise Lines set out to change our reputation. We were already a leader in the cruise industry, but our image and some aspects of our product were dated and needed a contemporary shift in order to continue to build the brand and remain in a leadership position for the future.

We already had a fun reputation with the younger segment of the market, but to tap into the huge potential of Americans who have never cruised, which is 83% of all vacationers, we needed to reach out to a number of other segments.