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I like your take on the "Fractal" idea and I hope to see you expand it more. Is this something you coined or is it from a book? If so which one? I would love to see you hammer these ideas into your own book, if it is your observations. They are much needed in the marketing field...

I think I coined it. It's definitely not in a book.

A book? Yeah, why not? Maybe later this year. I've got a bunch of projects (with a big one shipping in June -- more on that later) on the front burners now.

Hi!
Gerd Gerken wrote a 700 pages book called "Die fraktale Marke" (The fractal brand) in the late 80s, early 90s. Yes, it´s in german and i do not think that there is an english translation.

My 4 year old son, since beginning to speak around 2.5 years old, has had an uncanny ability to recognize bmw's (among other cars like Benz & Honda, but not all car brands- definitely no American cars, even after I point out the logo), and distinguish between an 'old one' and a 'new one'. He would be sitting in the back seat, and yell out, "BMW!" and inevitably there would be one sometimes close, sometimes in a distance too far to see the logo, sometimes on a cross street facing us, or ahead or passing across at a light. He was seeing something in the overall shape, from the front, side and back. I was always amazed at both his ability (as most fathers tend to accentuate/exaggerate their son's abilities), but also impressed that the continuity of BMW's design can be seen by a three year old. What's more interesting is that the newest ones, even with the logos, he doesn't recognize, which says a lot about the BMW-ness of the old vs. new design languages. Perhaps the biggest complement to the Lexus, he would commonly mistake some of them for a Benz. When you can make an impression a three year old with your brand through your product design, you're doing something right.

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