Key TO Success

Key to success.

Cultural embrace. Benetton is a brand with a cultural signifcance. Its advertising campaigns have had soft and hard political and social messages, giving the brand a status and power its clothing ranges alone could not provide.

Courage. Benetton’s bright-coloured clothing may seem a safe bet now, but it was less safe when the company started in the 1960s without any market research. Such courage has spilt over into Benetton’s advertising campaigns.

Brand emphasis. Arguably Benetton understands the  significance of branding and advertising better than any other European company.