Or by: how two little words made Volvo's safety matter again
Introduction
"There's no such thing as tired brands, just tired brand managers".
Niall Fitzgerald
Chairman and CEO Unilever, 1996-2004
This is a story about reinventing an old story. The story a business had built its brand on. A story that seemed to have run out of road.
Volvo and Car safety, to be precise.
It's about how a challenging point of view on safety became a phenomenon around the world,...