If you build it, they will come : design @ work

Being a lady who prefers to be chauffeured around whilst wearing six-inch Christian Louboutins, especially in traffic, the thought of riding a scooter or even learning how to 'work' one never crossed my mind. I had always had an idea of what Vespa stood for - a lifestyle brand that embodied metropolitan culture and an Italian icon of panache - but the actual riding component did not form part of my vocabulary nor my understanding of the benefits of riding a 'two-wheel type of transport', where the chances of me getting wet were the opposite of 'slim to none'. However, after a memorable (and entertaining) brand experience with my colleagues Kerryn Le Cordeur and Sabrina Scherf, my unenthusiastic desire to own a Vespa speedily changed.

• 저널Journal of Marketing · 2012(—) · 28–29
• 토픽Cultural Industries and Urban Development · Urban Studies
• 저자Janet Kinghorn