Joakim Jardenberg's Real BMW Google License Plate

Sweden Joakim Jardenberg's Real Google License Plate

Swedish road authority Vägverket granted Joakim Jardenberg with a unique, real Google car plate which possibly makes all Google fans like myself feel jealous! The cost is only 6.000SEK for ten years, a value equals USD872, or less then a hundred bucks a year.

The idea came from the fact that we live in a world where we keep talking about the increasing importance of brands - but it is getting ever so much harder to protect them. I want ”my” business, the traditional media companies, to realize that we have to work harder with BUILDING the brand and stop trying to protect it - simply because it's impossible. The channels are too many, the users too creative and idea of fair use puts everyone in the driving seat - guided only by their own moral and ethics. We can't fight it, so we must face it, live with it, and deal with it. (and as you can see, there are strong parallels to the copyright-issue, where I also "fight" for a different approach)

By picking one of the hardest brands in the world I wanted to prove that no one is ”safe”, but I also picked Google because I'm convinced that my little show can in no way harm Google. They have done their lesson of building the brand, so there is absolutely no damage done to them by this.

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