Core philosophy in marketing

• never sell a product
• sell an emotion & aspiration
• earn awareness, respect and trust from those who might buy
• delivering the value as an amazing experience to the customer first, make people feel cool and want to take a photo

Retail Format

• pop-up > concept > experiment > flagship

Pop-up

• Successful examples
  • Kanye West - awareness, go/touch/feel KW product, pre-release promotion, revenue (3 day $1m)
  • Nespresso - 8 people per hour luxurious deep coffee journey
    • deliver special experience only in NYC rooftop popup
    • awareness, drive acquisition
    • test new product (free reach)
  • Diary Boy
    • ppl need reserve a spot online (free information) to secure a pop-up seat
• Low budget, but great awareness raise etc

Concept

• Doven Street Market
• The Wester

selling intelligence, taste, talk to customer's intelligence

Experience

• IKEA - selling concept of a great kitchen, not just tools
  • store - you walk through bedrooms (experiences)
• VANS London - House of Vans
  • just a half pipe, not selling anything