Michelin created the Michelin Guide to increase the demand for cars, and therefore tyres.
Levi Strauss & Co hijacked the ‘Aloha Fridays’ trend and wrote the Guide To Casual Business Wear to own the ‘Casual Friday’ narrative and sell more Dockers khakis.
John Deere created The Furrow magazine to earn the trust of farmers – today’s global readership is approximately 2 million per issue.
American Express created Small Business Saturday to sign more American Express card-accepting merchants.
De Beers made diamond rings the standard for proposals – to sell more diamond rings, obviously.
Own the narrative.
Create the occasion.
You’re now trusted and culturally relevant – the ultimate sales strategy.