Mr Kalashnikov: They’re reliable, easy to use and low-maintenance

I’d think this is a half-decent USP for a commodity like an umbrella, and most people won’t know that the USP had violent origins. For those who do know though, Seth Godin makes the point, Fame does not equal brand.

Even if the move is successful at generating massive controversy, when all the buzz is over in the customer’s head and they have to make a choice, the brand still has to engender enough goodwill so that customers will buy - or at least not leave a bad taste.

Question is, what will the brand be built on long-term? Kalashnikov and his rifle?