28 Feb

Basic Marketing Concepts, as Taught by Burberry

By Libby Esterle

Senior Account Executive

Someone once defined “insanity” as “doing the same thing over and over again and expecting different results.”  While this may be true, there is also an inherent value in being consistent- as long as it is done right.

Recently, a co-worker sent me a link to several stories to consider as possible blog topics and this one caught my eye “BURBERRY CEO: Anything Our Customers See Anywhere In The World Goes Through One Office.”

I found this article particularly interesting because as marketing communications professionals, we tell our clients all the time how important it is to be, and remain, consistent.

In messaging “Make sure everyone who represents your company speaks with the same voice” we say.

In branding “Don’t try to be everything to everyone. Know who you are and market that we intone.

In marketing efforts “Strategic marketing is not a sprint, it’s a marathon” we remind.

So, to read an article about one of the world’s best-known luxury brands revamping its efforts by focusing consistency to ensure its brand integrity, well it just goes to show that sometimes getting back to the basics are the best.

And while the iconic Burberry plaid is still a little too rich for my blood, its brand has been and always will be, in my mind, synonymous with quality, tradition and affluence.


(If you’re looking to splurge on some Burberry, here’s a little something special.)