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Creating the Myth
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 h