How Levi's Became a Brand With Staying Power
With 162 years under its belt, the denim company knows a thing or two about great branding.
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In our consumer culture of shiny-new-object syndrome, it is increasingly unlikely that a brand will survive—much less thrive—for more than a few seasons. But for 162 years, Levi Strauss & Co. has done just that. The staying power of the Levi's brand stands out boldly in this era of pop-up stores, Snapchat-style startups and fleeting loyalty.
For perspective, consider that when Levi Strauss emigrated in 1853 from Buttenheim, Bavaria, to the U.S. and founded his company, there were only 31 American states. Another 32 years would pass before the automobile was developed. Among iconic U.S. brands, only Anheuser-Busch (founded in 1852) has been around longer than Levi's. (Coca-Cola came about in 1892; Ford in 1903.)
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