Can perfume ever become a luxury again?
Scents have come to rely on fashion brands to propel them into the limelight, but is it possible to bring the perfumers back to prominence?
Philippe Mihailovich
Mind the Gap! Branding Bridges in the Brain
Where the brand’s personality is seen to begin – often the first successful product – is critical to the brand’s credibility and its ability to stretch further over time. It’s all a matter of bridging the gaps in our minds so that we can accept and trust these brands in a new category.