Page 256 - Design for Six Sigma for Service (Six SIGMA Operational Methods)

Brand Development and Brand Strategy 225

• Marlboro country must always be magnificent, never ordinary.
• Every ad in the campaign must be candid and have an impact.
• Variety must be achieved by rotation of cowboy portraits, smoking moments,
and magnificent country material.
To the present day these guidelines have been maintained throughout all media.
To ensure the projection of a consistent brand image, the Marlboro adver-
tisement and campaign style is highly consistent worldwide. After all these
efforts, the sales of Marlboro brand cigarettes steadily increased; by 1975,
Marlboro had grown to U.S. brand leadership.