Passion Brands
Oct 14, 2009 with Comments 0
Luxury Marketing Council members have the distinct pleasure of previewing a chapter from Kate Newlin’s new book, Passion Brands.
(This article is only accessible to members of The Luxury Marketing Council)
I’m calling this the brand’s mythos—the backstory that is archetypally true, the mythic legend of itself told to itself and its fans. The rule here is to “remember” but not to be slavishly tethered to mythos. Crest started out life as a cavity-preventing toothpaste, but it’s grown and evolved into an “oral care system” with whitening, tartar control, breath freshener, and a host of other related benefits that appeal to nearly every age and stage. It’s a fine line to walk, the organic trajectory of the brand’s DNA, staying within a logic that consumers can follow and the bounds of believability, while allowing the brand to be alive, vital, and delighting. So we honor the brand’s past, without getting stuck in it.”
To read the full chapter, click here
Filed Under: Luxe Experts
