London–How does a brand use its long, venerable heritage to its advantage without alienating customers who want the latest and greatest? Ask Burberry. Or better yet, read the book Bold: How to be Brave in Business and Win.”
The 150-year-old luxury brand has continually remained cutting edge (it was the first luxury brand to attract more than three million fans on Facebook, and now has four million), and its secrets are unveiled in this recently released book, which has been a best-seller in the United Kingdom since April.
The recently released book, written by re-branding experts Shaun Smith and Andy Milligan, offers in-depth, one-on-one ‘interviews’ with executives from 14 of the worlds’ most elite and well-known brands—including Burberry and Zappos.
Doing it Their Own Way
The results reveal “unique company cultures, innovative marketing, dynamic customer experiences and purpose-driven profits.” The one common denominator? They put purpose before profit. In essence: it’s the stories of companies who “do it their own way.”
According to author Smith, “More than ever, business success depends on standing out from the crowd and delivering authentic, memorable experiences for your customers and employees. BOLD offers all readers a birds-eye look at companies that are brave enough to challenge industry norms and relentlessly differentiate themselves.”
How do you know if your company is BOLD? You…
- have a clear brand positioning that significantly differentiates you;
- deliver experiences that are genuinely remarkable;
- have achieved ‘fandom’–customers and employees who genuinely love the brand;
- can maintain sustainable success’
- have a reputation for challenging the rules.