I have never seen a Patek Philippe watch ‘in the flesh’, only ever through glass. I have never held or touched a Patek Philippe. I have certainly never worn or owned one, and nor have my friends. I therefore have no direct personal experience from which I can evaluate their product, yet I am convinced it is the most desirable watch in the world. My only actual interaction with the brand has been through their marketing – and it has led me to want one more than any other luxury good.
Today, Ellen is not only a great comedian that makes America laugh and dream every day with her humour, but she is also the ambassador of the lesbian, gay, bisexual, transsexual (LGBT) community. Ellen is also involved in a number of charites, which got her to raise over $50 million over the years. As a result of her involvement in social causes, Ellen is deemed by many as an “advocate for change” (Seacrest, 2014). Let’s briefly explore why Ellen is admired by so many, examining how she enables, entices, and enriches people. Let’s explore how she manages to enhance people’s happiness offering these three kinds of benefits. Finally, let’s explore how Ellen was able to build and leverage an admired brand for herself. Although each of these concepts would deserve a deeper analysis to be fully understood, they are strictly related to each other and they are instrumental to show Ellen DeGeneres’s brand building process.
Founded in 2007 by a serial entrepreneur who had previously started LOVEFiLM, Graze is an e-commerce subscription service delivering healthy food by post. Having experienced rapid growth in the UK snack market under the current CEO and former marketing manager at innocent smoothies Anthony Fletcher, the company is now pondering how to achieve its next phase of growth. Having invested hundreds of thousands of pounds into cutting edge research on non-preservative based techniques for new lunch concepts, a new product market could present a lucrative new category in which to apply the graze business model. Equally, following graze’s UK success, the snacking concept could be applied overseas; the USA representing a high growth market with some attractive characteristics. Fletcher faces an important decision going forward. Should he scale up the new lunch concept or should he take its existing snack delivery model to America? He couldn’t decide on whether they should do one of them, none of them or potentially even both.