Sublime

A full program to differentiate the firm through client service requires action on five fronts (in this order): 1. Measurements 2. Management 3. Tips and tools 4. Training 5. Rewards

The one-firm firm, relative to its competitors, places great emphasis on its institutional history, broadly held values, and a reputation that all actively work to preserve.

Create value: The quality of materials, performance, and design all drive the perceived value of customers. This is also where innovation comes into play. Communicate value: This is how you influence customers’ perception. It includes how you describe the product, your selling proposition, and last but not least the brand . Value communication also

Marketing and Advertising

a consistent image in the marketplace is a valuable asset, which can be rapidly compromised if the firm attempts to serve too diverse a set of client needs. Few firms, in my experience, have a clear picture of their true positioning along the expertise, experience, efficiency spectrum.

Up until then, every cosmetic ad was designed to sell a product. I decided that rather than selling only a product, our ads would sell the brand. The brand would be timeless and would translate across languages and countries. All our advertising would be oriented toward the brand. Focusing on the brand would hone our identity and be our North Star: