I am legend

Leonard Cohen, a Canadian poet, writer, and singer, has his likeness gracing one of the walls of a tall building in Montreal, the city where Cohen was born. In this way, anyone who pauses to look at this image will forever associate the city with this magnificent Artist.

In business, such positive associations of brand (name) - product - are a symptom of success and enduring presence in the consciousness not only of customers or consumers but of an entire generation. Thus, the name Hoover became synonymous with vacuum cleaners, seeing a can with the label Campbell's, the average American knows it's most likely tomato soup (and some even associate it with the name Andy Warhol), and Apple will forever be associated with Steven Jobs. In the Polish market, an association that simultaneously builds trust in the brand and serves as a promotional tool, is, for example, Marek Kondrat and ING Bank Śląski, a solution often copied, but with significantly less effectiveness, by other banks.

Nothing is eternal, but for some residents of Warsaw, the word "doughnut" immediately brings to mind the A.Blikle pastry shop and the best chocolate is E.Wedel.

One can pose such a challenge - become an icon of your business on your own scale, create a legend.

Photo taken in Montreal by Stanislaw Pitucha.