Everything you do must reflect the brand

This is my philosophy on branding. No matter what a company does or where it is positioned in the marketplace. Everything it does from pricelists, to catalogs, to packaging must always refect the brand. If you play in the luxury or high end market, you must reflect it. I remember a brand recently raised their prices close to our brand. But just because you have the same price doesnt mean you are more valuable. Our brand made you feel special. Everything you touch and saw from them said everything about quality and performance. It made you want to spend the money.

I recently went to a friends BBQ and this was gift he received. I know very little about Whiskey or Scotch..but just judging by the exquisite packaging...my assumption is this is good stuff and probably costed more than average. I knew nothing of the brand, but I know the brand means something. And how it made me feel. #luxury