This is the first post of an on-going series I am going to author under the headline “Chasing the Shiny Object”.  Rich, storied, iconic Brands with decades of history treat this hard-earned position with a nonchalance that is disappointing at best.  Most have abdicated the details of their history to Wikipedia.org.

On the Levi’s.com site, I had to go to the site map to even find a link to the Levi Strauss site (and the link didn’t work).  While there is some information on the Corporate site, it seems shameful that an organization that invests millions into television and online advertising, spends so little effort to connect us to the history that built their iconic brand.

Furthermore, they are missing countless ways of connecting their customers to their brand online.  Imagine a Facebook “Like” button that not only posted the current product but offered a link to the history of the product that could be shared and read by millions of brand-loyal fans.