Episode 3: How to create and protect brand identity

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In the third episode of the Vogue Company and OpSec Security masterclass on model integrity and authenticity, Fabio Colacchio, partner at Bain & Enterprise, joins Vogue Company developments editor Lucy Maguire to explore how luxury models can cultivate and secure their identity, to stay competitive in the really crowded, aggressive arena of luxurious vogue.

Colacchio, a senior leader in Bain & Company’s world wide style and luxury exercise, says it is vital to define that brand identity is not only visual. It is about what the brand stands for in the consumer’s heart and thoughts.

“There are 3 essential properties of brand names with powerful model identification: relevance, authenticity and distinctiveness,” he states. Brand names can create relevance by aligning with shopper traits and values. “At the exact time, a manufacturer simply cannot operate soon after every single craze or every purchaser enthusiasm. They have to comprehend which kinds are all those exactly where they can participate in a genuine job, wherever they have an reliable piece of their id to perform.” If this alignment is not reliable, that means it is backed up with action and within a brand’s teams, it can destruction brand name identity and trustworthiness, he adds.

Counterfeits are a escalating risk. Technological advancements are producing an uplift in counterfeits on the internet and offline, with society’s escalating interconnectedness and the proliferation of NFTs. On the other hand, improvements including blockchain can enable luxurious makes certify and guard reliable merchandise. It is essential to continuously adapt, he provides.

Further than counterfeits, luxury brand names need to be cautious of new values and improvements around them in get to keep appropriate, rather than creating lofty techniques without the need of monitoring, Colacchio claims. “It’s important that you have a method but, then you have to be down there, working day just after working day, into the execution, building absolutely sure your model identification will come across as you want.”

To conclude the five-episode Vogue Small business and OpSec Safety learn class sequence, ​​we will publish a absolutely free, thorough report. You can sign-up to acquire the complete report here.

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Far more on this subject matter:

Episode 1: How to establish a better provide chain

Episode 2: Ensuring authenticity in ultra-luxurious resale