For many years I have connected the word or name ”Portland” not with the American city but with the company Aalborg Portland. I wondered about how that name came to be but never investigated it. For me “Portland” is connected to the company and trademark.
Therefore I was surprised when I read an article about Portland cement in Wired. In the beginning I was proud of Wired writing an article about Aalborg Portland, and surprised to discover that Portland is a cement type – patented by Joseph Aspdin in 1824. The durability of the invention is amazing.
What is also amazing is the power of a name. The word Portland is so strongly associated with the Danish company and product in my mind. To have such a brand must be the holy grail of branding.
8th nov, 2012
The holy grail of branding: my brain
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