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The Perfect Paradox of Star Brands: An Interview with Bernard Arnault of LVMH
This offers another reason why Jobsian innovation and design-driven differentiation matter so much. While luxury firms compete for the wealthiest of the wealthy and most discriminating of the discriminating, market realities suggest remarkably little meaningful commoditization at these peaks of the pricing pyramids. No narcissism of minor differenc
... See moreMichael Schrage • Who Do You Want Your Customers to Become?
By their very nature, brands trade in status: they promise us to be younger, more attractive, smarter, happier, more accomplished, richer. For the longest time, brands operated according to Veblen logic that status is linked to wealth and desirability to price. Now we all have the opportunity to flip the script and link worth and values to our busi
... See moreAna Andjelic • The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands
Can a company that wants to make the best-quality outdoor clothing in the world be the size of Nike? Can a ten-table, three-star French restaurant retain its third star when it adds fifty tables? Can you have it all? The question haunted me throughout the 1980s as Patagonia evolved.
Yvon Chouinard • Let My People Go Surfing: The Education of a Reluctant Businessman
These companies stand for more than convenience and low cost; they seek to create products and services that customers truly love. In this new paradigm, scale and personalization happily coexist.