This gallery contains 13 photos.
Most of us associate Patagonia with the rugged, southernmost tip of America and/or with a brand of colorful, high-tech, high quality (and somewhat high priced) outdoor clothes one would wear to explore that place. And most of us have at least a feeling … Continue reading
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In this episode we talk to Matteo Fantacchiotti, Global Vice President, Diageo Luxury Division in Singapore. Diageo calls their high-end liquors the ‘Reserve Brands.’ These brands have grown well above category average and well past the previous segment leader in the … Continue reading
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In this episode we talk to William Espey, Brand Voice Lead at Chipotle Mexican Grill, the booming ‘casual food’ restaurant chain sought out by most for offering hearty burritos at a relatively low price*, admired by many for being an advocate for … Continue reading
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Have a brand and want to charge a premium? – Then you better stop selling and start to woo your target audiences. Because selling is the opposite of seducing. – It’s not sexy. And that creates a natural conundrum for brands … Continue reading
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Celebrities are extremely popular as endorsers. Take David Beckham, the ex-soccer star, for instance, who has managed to be ‘the face’ of Adidas, Belstaff, Breitling, Burger King, Disneyland, Emporio Armani, Gillette, GO (fish fingers), Motorola, Milk (got it?), Pepsi, Police, Sainsbury’s, … Continue reading
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We are discussing Brunello Cucinelli, the ‘Cashmere King’ and his eponymous brand with David LaRocca author, film maker and scholar of philosophy. David, like us, has been fascinated by Brunello, who says he is guided by the great historic thinkers … Continue reading
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There is an old saying in beauty and fashion: ‘With every millimeter the mouth opens, the price point goes down a notch’. Low priced mass brands can be all smile and approachable in their ads, they even have to be, … Continue reading
This gallery contains 5 photos.
In an effort to revise their drastically declining sales Abercrombie & Fitch announced in early 2015 that it was dressing up. Literally. No more half naked hunks. No more piercings or tattoos. Employees will no longer be chosen by body … Continue reading
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After some 4 years, 75+ interviews, 150 cases studied and uncounted conversations Wolf Schaefer and JP Kuehlwein are proud to present their latest book ‘Rethinking Prestige Branding – Secrets of the Ueber-Brands’ (Kogan Page Publishing). You can order it online (links below) … Continue reading
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The Mini is a runaway success by most measures – except size, maybe. Who would have thought that this quirky, tiny car could carve out significant market share, again, when most other brands were talking size, comfort or power? And … Continue reading
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I’m always the first to argue the importance of emotion, execution and style when it comes to Super Premium brands (see my post “Fashion Forward“). But it’s the fusion and careful balance of both, appearance and essence, that does the … Continue reading
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Novalis, an author, poet and philosopher of Early German Romanticism (1772-1801) once wrote: By imbuing the meaningless with meaning the ordinary with a sense of mystery the known with the dignity of the unknown, and the finite with an infinite … Continue reading
This gallery contains 13 photos.
I recently made a pilgrimage to Daikanyama, a part of Tokyo that the New York Times fittingly describes as “Tokyo’s Church of Chic.” It was a bright, balmy day. Just right for sitting back in a street-side café and observing … Continue reading
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