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Beyond storytelling lies the creation of a brand myth or legend, at the execution of which some brands in the luxury category excel. Let me put my cards on the table, I’m not a luxury marketer, I have never worked in this category so I don’t claim to be an expert. (You know there is an “however” coming, don’t you?) However last night I had the pleasure of participating in a presentation by Tim Sayler the CMO of Audemars Piguet (AP), on the topic of “(Re-) branding an haute horlogerie brand”, as part of Swiss Marketing Vauds conference series. In my consumer centric world, the brand or product, constantly reinvents itself to suit its target consumers, always of course faithful to what the br