Image by Tim Girvin
What was compelling to me was Robert’s history. From Kuala Lumpur to the University of Oregon.
At a luxury event, he was one of a string speakers that I spent some time with—talking to them about their work. Their brands—from the high end of luxury, to more conventional principles of merchandising.
In a personal experience, wrapped around the legacy of Gucci, and a friendship with Dawn Mello and the heritage of Tom Ford’s design leadership at Gucci, I was a student of the brand, and I’ve been walking around the edge of this luxury brand—and then, its leadership—CEO | Robert Polet for the last several years.
I’d reached out, talking and presenting, to Gucci headquarters in NYC, Paris and London, exploring the dimensions of the brand. I worked with the leadership in NYC, Yves Saint Laurent North America President Laura Lendrum, along with retail strategist Claudia Cividino for evolving retail visualizations.
I’d met to learn more of Gucci retail with Sharon Frederick, Global Retail Design Director. I’d linked with James McArthur, mergers and acquistions, Gucci Group, London. Daniela Ott, Paris. And a host of others. And then I had a chance to share stories with Robert.
And that was the point of it, and it’s the point of all of it — the real work of marketing. It’s about how to tell a story in a way that’s meaning-full. But the link extends beyond that. It’s not only about the story, what makes is holistically compelling—but it’s about creating and defining need—relevance, then resonance, then relationship, the triple R’s of branding, as an outcome of the story.
Tim
Co-create. Collaborate. Connect.
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