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Youri discusses the idea that while selling “simply paper”, Moleskine, a brand known for its notebooks, still manages to charge 3-4 times more than its competitors. The secret? Fantastic story. In other words, good branding allows to charge more than the competitors for even the most unoriginal products.
Moleskine gives a context to something that otherwise would be “just a notebook”: it creates a story around the product, bringing back the idea of artists, heritage and tradition.
Youri continues the discussion by reassembling the story of Moleskine with the help of the Brand Story Canvas.