Global Brand Essence Online
I've been meaning to post this for a while. It's Mazda's "Global Brand Essence Site" which I think is fascinating. They've been very brave to open this out to the public but in doing so makes the brand far more accessible to the all the people working on the brand around the world. Far from giving the brand's strategic secrets away to competitors it makes Mazda seem confident in their marketing direction and must surely help to generate seemless global creative - even if their strapline does just say "Zoom Zoom"!
To see the site and view the video click here.
The concept of having a Global Brand Essence site, be it public or private is a very powerful idea.