Brand strategy

For these brands, and many others, here is one theory on the Ralph Lauren formula: It’s about combining familiarity and desire.

I think our competitive aim is always been... This is going to sound like very basic but it’s true. It’s just we do what we say we’re going to do when we say we’re going to do it. We just try to practice extreme reliability. And it’s an accruing advantage because the more people know that you’ll do what you say you’re going to do, you’re going to... See more

So, I’ve developed an eye for what's personally novel or different. Anything that isn't that, I let it be a wind that blows by. If my antenna picks up that there's something truthful there, I dig in. Otherwise, it doesn’t bother me.

Best definition of brand I've ever seen. In a world where everything is becoming commoditized, understanding what makes a brand is key. h/t @ThisIsSethsBlog https://t.co/g6i7aVXqYn

And it had that winning amalgamation of familiarity and desire: At the end of the show, Mr. Lauren emerged in a just-running-errands-on-a-Saturday outfit — olive button-down shirt, sleeves slightly rolled up, tucked into beige cargo pants — and waved to the crowd. (Familiarity.) At that very moment, the barn door behind him opened, revealing a... See more

Product advertising explains the product to me. Brand advertising explains me to me. (via John Bevins)