« Creating a new category isn’t merely about labelling products, it’s about crafting an identity. »- Financial Times

Topic: Montblanc high-end pens underline its credentials as luxury brand

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Media: Financial Times

“In today’s saturated market, an ingenious strategy to cut through the noise is the art of category creation,” says Laurent François, managing partner at consultancy 180 Global. “Creating a new category isn’t merely about labelling products, it’s about crafting an identity.”