Author Archives: Chris Farmer
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
Five Questions about Your Brand Story
It’s your story. Your brand is a story. If it is a good one, it is a story that people remember and tell later to their friends after work over beers or bring up around the table at a family meal. It will be a story that inspires great work, that fires the blast furnaces, […]
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