Friday, February 15

Lincoln Honors Lincoln

It's Presidents Day on Monday, 2/18, and lots of brands will be "celebrating" with weekend sales. But one brand in particular is taking the holiday a bit more seriously.

Lincoln. As in the car brand that bears President Lincoln's name.

The brand came out with this beautiful piece of film, honoring its name sake:

Timely, relevant, ownable...good branding. Also love how the film modernizes the icon. And I believe that it's the first time, in a real way, that the brand has tied itself to Mr. President, which to me makes a whole lot of sense. There's a lot of borrowed equity there, so why not use it.

Is there an opportunity to borrow equity for your brand? What's your experience? JIM


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