📁Positioning And Identity

What luxury is, what you may call yourself, and how a brand with no history becomes credible.

The channel is unusually strict about words. Most of these are treated as operationally different things, not synonyms — and using the wrong one is presented as a costly mistake.

It's relative, not absolute: a 1970s company looks established beside one from 2013, and like a newcomer beside Chanel. "There's no particular year in which a brand crosses a line and turns into a her