Tag Archives: cultural strategy

Shinola: From Shining Shoes to Lifestyle Star – Interview with Bridget Russo, CMO

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One of the founders commented ‘You don’t know shxx from Shinola!‘ during a meeting – This is how an American saying lead to the rebirth of the formerly popular shoe polish it is referring to … at least according to Bridget Russo, CMO Shinola who shared … Continue reading

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Moleskine – A Myth Bridging our Analog and Digital Worlds – Interview with Maria Sebregondi, Co-Creator of Moleskine – Podcast Episode 04

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In this episode we talk to Maria Sebregondi, co-creator and VP of Brand Equity & Communication at Moleskine, the storied, little black notebook brand.  Since its creation in 1997, Moleskine has become a favorite tool among urban knowledge workers and everyone who still feels … Continue reading

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Brand Ueber-Targets and How We Want To Be Like Them

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When it comes to defining our lifestyle or declaring our values, we need other people for orientation, as benchmarks or to listen to us and care – or it will not be a satisfying exercise.  We usually have some ideal state or person(s) we aspire … Continue reading

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Building a Brand on Bricks and Beliefs – Brunello Cucinelli – Podcast Episode 02

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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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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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Aesop – Fabled Brand, Fabulous Marketing

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 – 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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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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