This article came in through e-mail yesterday: All your brand needs is three little words (Mark Ritson).
In sharing his experience at Gucci, Robert Polet suggested that each brand’s DNA must be clearly defined in no more than three words. Gucci, then, is “Seduction, Powerful, Accomplished”.
The Gucci group must have done the same for all the brands it carries: Gucci, Sergio Rossi, Alexander McQueen, Balenciaga, Bottega Veneta, Boucheron, YSL and Stella McCartney. I’m really curious about the Bottega’s three words — unfortunately the article doesn’t mention it, perhaps because Polet didn’t share it in his speech at Harvard Business School. What would it be? Expensive, expensive, expensive?
I wonder if there is any value in counting “luxury” in those three words. Isn’t it a common theme? Perhaps it is so fundamental to the group that there isn’t a need to put it there, or perhaps it doesn’t add much value to our understanding of the brand.
I’m going to leave you to read the rest of the article, because it’s rather well written — this is some very confident writing, more of which I am already reading.