Showing posts with label Louis Vuitton. Show all posts
Showing posts with label Louis Vuitton. Show all posts

Friday, 22 February 2013

Louis Vuitton and communication


I was facilitating a workshop with a group of Louis Vuitton managers and we were exploring together what works well and what does not in the company.

In an organisation that they were generally thrilled to be part of, top of the “what doesn’t work well here” list was communication. “Nobody tells you anything around here,” said one. “I always seem to be the last to know,” said another.

Then we did some sorting of the team into personality types and, surprise-surprise, none of them were “bards”. None saw themselves as strong communicators and none saw any of their colleagues as effective in that area.

Eureka! They all seemed to grasp at the same moment that the problem was not them, but us. And, actually, not us but ME.

So what to do about it? The first solution usually proposed in this situation is to develop a new internal newsletter. It’s never the answer.

A few of the Louis Vuitton people decided that they could and would change their behaviour. And others decided to start hiring people who were strong bards. 

Result!

Tuesday, 20 September 2011

Myth of the Brand Life Cycle


Throughout my working life, there has been a concept, a marketing trope, a metaphor that has consistently been held as a “truth” – the brand/product life cycle. I won’t bore you with the theory. You know it.

It’s just that it has never seemed to me to have any validity, nor be of any use. Fundamentally it’s derived from the concept of animal life cycles, of course. These happen naturally, whereas brand/product life cycles occur through lack of imagination and lack of will.

Well and continuously marketed and innovated, there’s no reason why brands should not go on indefinitely.

Here are sixteen brands that I’ve personally worked on the marketing and innovation of that were launched well before I was born and will be here long after I’ve gone:

Louis Vuitton (born 1854)
Bacardi (1862)
London Underground (1863)
Nestlé (1866)
Campbell Soup (1869)
Toshiba (1875)
Rowntree’s Fruit Pastilles (1881)
Marks & Spencer (1884)
Coca-Cola (1886)
Smirnoff (1886)
Philips (1891)
Fairy Soap (1898)
Persil (1903)
Evian (1908)
Johnnie Walker (1909)
Electrolux (1919)

The people working so hard on them today are, just as I have been over the years, custodians.