schmoozy fox in the press

Belgian business magazines Trends and Trends Tendances write about Funky Brands™

Today, the Belgian business magazines Trends Tendances (in French) and Trends (in Dutch) published a story about my Funky Brands™ philosophy.  In this story, I define Funky Brands as remarkable products which stand out from the crowd due to their astonishing design and smart brand strategy. I talk about not-too-funky companies which compete solely on cost, discuss what kinds of products have the potential of becoming funky, and mention examples of existing Funky Brands -- Ice Watch, Theo, Vespa, NewTree and Mini. Below you can see an article in French which was written by editor of Trends Tendances, Camille van Vyve. The photo in the article is by Michael Chia, a Brussels-based photographer whom I interviewed before.

SCHMOOZY FOX in FT's Business of Luxury edition

On June 6, 2011 he Financial Times' Business of Luxury supplement featured an article about diffusion brands and affordable luxury (you might need to register with FT to view the article). The article addresses benefits and possible disadvantages of introducing the so called diffusion brands -- a strategy often used by luxury brands to cash in on their well-established image and boost revenues by positioning a new, more democratic, child brand as affordable luxury.  An example of this strategy is the luxury brand Armani launching its more affordable diffusion brand Armani Exchange. I was interviewed for this article, and you can read my views there. Whereas launching affordable luxury brands as diffusion lines is often practiced by luxury companies, creating an affordable luxury brand from scratch is also possible, and in many cases very successful. An example is Victoria's Secret in the United States.