Luxury marketing is largely about exclusivity. If everyone has it, it’s not luxury. The popular bumper-sticker slogan, “He who dies with the most toys, wins,” summarizes the desire to accumulate these badges of achievement.
Brand voice is one of the most important, genuine and strongest articulations of what we call Brand.
Last October, Procter & Gamble shareholders, owner of such megabrands as Tide, Bounty, Crest, Pampers, Olay, Gillette, and Downy, approved a proposal to publish a report on what is being done to address deforestation. The Board of Directors had advised against approving the proposal. P&G uses a lot of forests. There is the Bounty brand (paper towels and napkins), the Puffs brand (facial tissues), the Pampers and Luvs brands (baby diapers), Always and Tampax brands...
In 1997, Harvard Business School Professor Clayton Christensen published his first seminal work, The Innovator’s Dilemma, which laid out a concept he termed “Disruptive Innovation.” It took a few years for the book to catch on, but eventually its tightly-reasoned, well-evidenced and counter-intuitive approach found deep resonance with innovators worldwide.
The new millennium brought a major shift to the world of brand building. Brands are no longer just marketing instruments for attracting customers; they are embraced as guiding the enterprise overall, inspiring and engaging internal and external stakeholders.
