Blog: Dave LeggettBrand stereotypes

Dave Leggett | 31 March 2008

When you think of a brand and the typical customer for a product of that brand, you get a fairly clear idea in your head - well, I do anyway. Maybe it's not at all fair these days, but we still do it. I enjoyed Steve Mattin's (Volvo's chief designer) take on the traditional Volvo-owning stereotype. Not content with the usual family-with-dog sort of observation, he added 'probably a music teacher.' Well, what did your music teacher at school drive? Mine had a very lived in Volvo 245 - plenty of room for all the instruments, you see, as well as the dog.

Where does Volvo go next? Q&A with design chief Steve Mattin


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