The Importance of Differentiation - The Value of Brands and Creativity
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A lot of today’s work is focused on leveraging new mediums and channels: and that’s no bad thing. But there’s not enough emphasis on defining a brand, developing a great idea, based on a killer insight or point of view, that solves a well-articulated consumer problem. This is the story of one of the generation's most renowned FMCG brand reinvention: Perrier. It is a brand that is so iconic to have been painted by Andy Warhol and it is still considered by the most daring creators from Philippe Stark to Takashi Murakami and that is now set to write a new chapter for new generations to come. Expanding its reach, flexing its codes to enter new segments and attract younger consumers. An exercise carved out with attention to detail, craftmanship, and work with world-class talent to further drive distinctiveness.
