


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
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