Andretti on the Value of a Brand

BrandLogic included racing legend and Texaco spokesman Mario Andretti in a multimedia show that is the opening of Texaco's brand/identity guidelines Web site, "The Texaco Brand Community." The show was developed to communicate the tremendous value of the Texaco brand, and to instill a sense of ownership among those using the program (see case study). In the photo, taken during a recording session for the show, Mario's car is admired by BrandLogic's Jason Berry and Texaco's Brian Cohen.