Viking Catalog - Putting It All Together (3,692 words)

Product functionality and value characterize the Viking brand image. Margaret Smoke, director of creative services worldwide, explains, "We are not as copy-heavy as some other books. We are not selling a lifestyle, that's why. So it's more about the benefit of using the product. We all believe when you're bombarded by a lot of catalogs, you'd like to read as little as possible. Our company philosophy dictates short bullets with functions."