2008年12月06日
Louis Vuitton in Paris
One of my favorite pictures that I use in my
seminars is this one. I took it on the Champs-
Elysees in Paris in the spring of 2004. I use it
to illustrate the understanding of what a brand
is and why some companies like LV - by driving this understanding
throughout their organization, even to the level of using creative
materials like this to cover a shop renovation in progress - are
able to generate such amazing gross profit on their products.
I can't claim to know for sure that this was the first construction site in
the world to "brand" their coveralls in such a way, but I do know that
in Tokyo this kind of site design started showing up only in the 2005-
2006 timeframe. And still now, most of the sites here still use just big
blue sheets with 安全第一 and the JV partner names emblazoned
on them.
Think about the creative spark here - what a billboard! And while I
was there on a slow Tuesday, I was surrounded by about 30 tourists
standing around me taking the same shot - from their conversations I
could hear that they came from Korea, China, Eastern Europe, South
America - all over the world. Now that's brand communication!
