Linda Popky joins 33voices to discuss her approach to cutting through clutter and standing out to effectively build a successful company.
Market Above The Noise
Arguably the most recognized luxury brand in the world, Louis Vuitton has mastered the art of mystique. Through unrivaled craftsmanship and a profound intimate and emotional connection with its customer base, the French fashion house has built an empire, that according to Forbes is worth nearly $30 billion. Timeless, but always chic, the 161 year old brand continues to distinguish itself by appealing to the repertoire of human emotion that will be as familiar to the world of tomorrow as it was to the world of yesterday.
Desire has always sold, still when you couple that with a remarkable product, you get what Kevin Roberts of Saatchi & Saatchi calls ‘loyalty beyond reason’. It was 2014 during Paris fashion week when CNN’s Isa Soares asked CEO Bernard Arnault about the secret to the brand’s longevity, and after a brief pause, he simply responded by stating the obvious ‘what made Louis Vuitton Famous was the quality. We don’t do marketing, we just create products that are exceptional in their design and craftsmanship.”
Louis Vuitton is certainly a one of a kind brand largely because they nail the fundamentals, and as Linda Popky describes in her book, Marketing Above the Noise, its those disciplines that can never be imitated.
In this conversation with Linda, debate these topics:
The essence of modern marketing
The most essential responsibility of today’s marketer
Why the role of marketing isn’t to make you buy
The key to earning awareness
The thinking process behind crafting an effective marketing strategy
The disconnect between marketing and customer service
- Understanding the key elements that will distinguish your message