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It’s all about cachet
January 14, 2007
Those in the branding business should have one goal in mind- to try and bring cachet to brands.
“Observers argue that Gap opened too many stores and lost its cachet.“
Daily Telegraph
“We look at a Sony (SNE) gadget that is superior to Apple on the face of it and we think, That’s the end of Apple. Or we look at Microsoft’s (MSFT) vast cash hoard and its success with Xbox and we presume, Apple wipe-out.
Doesn’t Creative (CREAF) have a “better” MP3 player? Isn’t iTunes more expensive than what Universal’s doing? Oh, give me a break.
Cachet is something that trumps all of that. You can’t pin it down. You can’t measure it or graph it or put it in a metric.
And then you take the kids to a game or you do the carpool or you pick your kids up from a sleepover or you have a slumber party for them — and all the kids put their cell phones and their iPods down next to them wherever they are. It’s always the cell phone and the iPod”
James Cramer
Definition from Merriam-Webster
“a characteristic feature or quality conferring prestige”
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Influx Insights is the blog of BSSP's Influx Strategic Consulting Division. Up and running since 2004, the blog covers branding and the related areas of trends and technology.
