'Or by': how two little words made Volvo's safety matter again

This case study describes how Volvo, a car brand in the UK, partnered with a paint company to create a reflective paint to provide safety to cyclists - promoting its newest and safest car.

Or by: how two little words made Volvo's safety matter again

Principal authors: Matthew Gladstone and Wiktor Skoog, Grey London

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,...

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