Thursday, May 12, 2011

Brand Management

"It's crucial for luxury brands to be consistent and authentic," he said. "They become cultural reference points as the world shifts. It's not that they don't take account of cultural forces, but they can't react. They have to be beacons of a certain point of view."

-Colin Mitchell of Ogilvy's Global Strategy and Planning Group

I've always been fascinated with the business side behind the fashion, particularly how these companies shape their brands. Thus I've been closely following the coverage of Millward Brown's list of most valuable brands. I thought that this article in the Atlantic did a good job of providing insight into the brains that powered Louis Vuitton to the top of the luxury companies.

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