Tumi. FORTUNE Magazine article. Founder Charlie Clifford.
My Tumi Tote Day Bag. Supplements my carry on, my garment bag, my 17 and TSA 15 briefs.
With the nature of how much I travel...one must use quality and luggage that lasts. How great was it in this month's Fortune Magazine Aug 11th, a nice article about Charlie Clifford and how Tumi developed as a brand.
In 1983, with the recession hitting hard. Charlie realized Tumi needed to develop a brand that consumers would go to the stores to look for rather than products that were non branded and just a good value.
How did he do this. The designed the famous Tumi Wide Opening U- Shaped Zipper...Organization Pockets and a full collection of ballistic nylon bags. Tumi separated itself.
There was a book a read many many years ago in college that I dont even remember the name of, but the core principle is there are four types of companies in the world. #1 Innovation Superiority #2. Distribution Superiority #3. Price Superiority #4. Service Superiority Any of these 4 areas if you choose to excel in can make your brand. Tumi did just that. Innovate and Design. Become the brand people desire.