Building a luxury brand

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About 20 years ago, someone tried to describe a brand to me thusly: imagine in your mind a small, long rectangular white box on a store shelf.  By itself, that box means nothing to the average consumer.  But place a small red triangle on that box, along with the letters…C…r…e…s…t…and what you have is something else altogether.  At that point, to millions of Americans that small box immediately means to them fewer cavities, fresher breath and whiter teeth. 

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