Dreaming of Brand Success? Want to see some case studies on great brand practice? Sometimes you learn a lot more from failures than you do successes...so we've brought together some great brand failures that we celebrate as offering us valuable lessons for great brand success. Enjoy!
Wonderful handbags, clothes andshoes… well made products in stunningdesigns. But their chair, Robert Polet,knows he doesn’t sell handbags, but adream... He has understood the essenceof his brand. “People buy our brands because they want to be a part of a particular dream... so people before going into the store, they decide ‘I would like to be a part of that dream.’ And that is an emotional decision” Robert Polet
TO CREATE AN EMOTIONAL CONNECTION... “ Reason is not as ‘pure’ as most of us think it is or wish it to be; emotion and feelings aren’t intruders into the bastion of reason. we feel before we think. In fact we feel in order to think.“ Descartes’ Error, Antonio Damasi
SO WE GIVE YOU THE SIMPLEBUTTERFLY RULESFOR SUCCESS...
Listen, listen, listen... But ask me the right questions
Simply 4 rules; just not always simple to realise effectively.Learning from the rest can help you do a great job... rst a n di n g Consistency U n de of message at t h e d rea m all touch points g Celebratin Listen, listen, listen... cultur al nuances But ask me the right questions
Understanding the dreamIf you don’t understand your ownbrand’s DNA, & how the consumerperceives it, then you simply cannothelp it perform in the long term.Whether you are creating a newconcept or managing an existingbrand, it is the consumer, not you,who truly owns the brand.So don’t forget to listen, listen welland listen often to what they tell youthey want and need from you.
THANK YOUFind us onBianca Cawthornebianca@butterflylondon.comDeirdre Findlaydeirdre@butterflylondon.comwww.butterflylondon.com