“A luxury brand is a real and living person”

Jean-Noël Kapferer and Vincent Bastien write in The Luxury Strategy:

“It was founded by a person, often the person whose name it bears, and contributes in some way to that person’s survival after death (Coco Chanel, Hilton Hotels, Guerlain). You can provide it with a more or less mythical ancestor (Dom Pérignon, Dom Ruinart, Veuve Clicquot), whose history is then rewritten.…

Its universe is as rich and complex as the personality of a human being. Like any human being, it does not appear from nowhere: unlike ordinary brands, you cannot ‘launch’ it, but it is built progressively, weaving together its reputation and its network of enlightened supporters over time.”

This is what Yeezy has mastered; superiority and identity, over positioning and comparisons.

This is something every artist, entrepreneur, creator, founder, and independent should spend a fair amount of time on. 

Whether it’s a personal monopoly, or a category of one, you’re trying to figure out how to build a luxury brand around yourself. You can still sell different products at different prices.

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