Tag Archives: attention to detail

Growing with Gravitas – Shang Xia, Hermès’ Chinese Offspring

This gallery contains 6 photos.

Chinese artisan brand Shang Xia is a good example of a brand mastering two key ingredients to build a modern prestige brand: A strong sense of mission and the patience to grow with gravitas. The brand also showcases parent company Hermès’ genius … Continue reading

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A Freitag Visit – Manufacturing as Manifestation of Mission

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Freitag is a Swiss bag, accessory and – most recently – fashion brand. Its legend begins in 1993, when young brothers and design students Markus and Daniel Freitag looked out of their apartment window in the Zurich suburbs and into a … Continue reading

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The Draw of Bespoke and Subtle Sophistication – Benoit Ams, Smith & Norbu

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In this inaugural episode we talk to Benoit Ams, founder, owner, designer …. Renaissance Man extraordinaire at Smith & Norbu, a brand that offers tailor-made, subtly branded eye-wear for sophisticated clients. The Smith & Norbu optical frames are made from yak horn, which Benoit … Continue reading

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CSR 2.0: The Rise of a New Functionalism in Brand Building

This gallery contains 6 photos.

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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Don’t ‘Talk It Up’ But ‘Talk Your Own’ To Create an ‘Ueber-Brand’

This gallery contains 19 photos.

We say in our premium branding model that “the first rule is to make your own” as one strives to develop brand myth and meaning. – It’s ‘Mission Incomparable’.   Many premium brands are about identity construction.  They help customers to … Continue reading

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Message In A Bottle – Of legend-telling Soymilk and Bottling the Hermès legend

This gallery contains 15 photos.

This is a tale of two bottles.  A bottle of soy milk that stands out and tells a story and a bottle of perfume that inserts itself into the saga that is Hermès.  Both have in common that the stories … Continue reading

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Fashion Forward

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In the world of marketing, fashion has traditionally not been taken very seriously. It’s been viewed as un-strategic, driven more by short-term fads and personal quirks and hunches than solid planning and strategic thinking. Concerned more with ever-changing appearances than … Continue reading

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Art without Tears

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Last week I wrote about the balance between style and substance and how easily the former can undermine or overpower the latter. A fascinating and limitless topic, which easily sustains another week. So, here we go again, a bit deeper, … Continue reading

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Aesop – Fabled Brand, Fabulous Marketing

This gallery contains 28 photos.

 – the Australian boutique Beauty Care brand founded in 1987 – intuitively masters the art of “class branding”.  It is a perfect case to illustrate key principles that – when lived by – can lift  a brand above the masses.  Of course their … Continue reading

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Beauty & Truth

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Usually I’m a big believer in the innate connection between beauty and what we call truth, i.e. something that resonates within our soul. Last night however that belief got a bit of a damper. I watched Anna Karenina, the new … Continue reading

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Hoshinoya Resorts – Host to a Myth and to those on a Quest

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We met the Marketing Manager of Hoshino Resorts last week at a meeting in Tokyo. She gave us a vivid account of the marketing and business model behind the unique, Japanese luxury resort and spa brand – Hoshinoya.  But most … Continue reading

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Cire Trudon – Leveraging History to Create Myth and Meaning

This gallery contains 19 photos.

The candle brand Cire Trudon (Trudon Wax) provides a wonderful illustration of how an extensive history is transformed into a rich heritage and the creation of myth and meaning that the acquirer of these exquisite luxury candles can take home and dissipate – quite literally. … Continue reading

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Attention to Detail – Good But Not Enough

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I bought a pair of Jeans the other day while New York City.  I wasn’t really planning on it and I had never heard of the brand before – Tokyo Five.  They just caught my eye while checking out a … Continue reading

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Le Pain Quotidien – Attention to Detail in Manifesting the Brand

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Seth Godin shared an observation in his Blog “All Marketers Are Liars” the other day.  Visiting a Le Pain Quotidien bakery, he noted that panels on the doors said “Pull” in multiple languages.  He smartly concludes that he wasn’t witnessing a … Continue reading

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