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Can a Leopard Change?

Personal branding cannot change who you are, but it does change how people perceive you. CHANGE IS NOT easy. Any time we want to try something new or try to change something about ourselves, certain people are only too happy to smile and say: “A leopard cannot change its spots.” In saying this,

How to Sell Your Brand

When you want your brand to sell, consider first what branding will not do for you Branding is not about selling. Branding is about attraction, about creating affinities, and about earning a place in the hearts of your consumer. At best, we want people to feel very personally about their brands. We

The Elusive Definition of Luxury

“Luxury is multi-faceted and cannot be contained by easy one-sentence definitions” Unpopular as it might seem these days, I prefer to know what I am talking about before I start talking about it. When discussing the topic of luxury, the challenge is to come up with a defin

Branding is in the Eye

Branding is about first impressions, memories, and falling love We see differently when we are in love. When we are in love, we are often overswept by the visual. Her eyes, her hair, her smile. When we are away from her, we remember her in images – still photos, remembering the time

Luxury Brand Building: Trusting Time

Last month, Cartier’s iconic watch, the Tank, turned 101. In 1917, this watch was designed to be unisex and gender neutral, words that may have had little resonance in the early 20th century, but today have risen nearly to the level of calls to action. Louis Cartier said that the shape of the Tank

Website-less in Cyberspace

Branding and Your Website Since 1993, there has been a small and steady footwear manufacturer in Zemun whose rise to recognition has been less than meteoric. It is a boutique shoemaker, designing for both men and women, and bringing out new and interesting models each season. Reasonably priced and a

Love. Attraction. Branding.

We all want to be attractive. We all want to be loved. These two desires however, while not being mutually exclusive, are certainly not the same. In your daily life and personal relationships and in your relationships that you develop with brands, the idea of being attractive is what brings you to t

In a World Without Brands…

Imagine waking up to a world without brands. A world without brands has no names – it has designations. This is SODA. These are SHOES. You can have WORK SHOES and SPORTS SHOES. You wash your DISHES with DETERGENT. You have lunch at a RESTAURANT. It has FOOD. A world without brands has no color. [&

Brand Refresh: The Good, the Bad, and the Smelly

Every country in the world is chock-full of smelly brands. Old brands that have somehow survived the test of time by having no direct competition, by a sense of nostalgia, by price-gauging, or other means, sometimes boggle the imagination at how they have managed not to die. An example of that from

I am Brand

When you get up in the morning and look in the bathroom mirror, what brand do you see? Bright and fresh (or gloomily pre-coffee) you see someone you know very well. It is the same person that once met a famous movie star in a breadline in Paris. It is the same person who had […]