Just a quick point to a good interview over of Chip Conley of the Joie de Vivre Hotel Chain over at Organic, conducted by Misha Cornes.
(excerpt):
There are plenty of famous consumer product brands that mirror their customers' aspirations: Williams-Sonoma, Harley-Davidson, Red Bull to name a few. Are there are other services companies that you feel are successful at what you've called "identity refreshment"?
Is Whole Foods a product or a service company? They’re an aspirational brand. Their customers are shopping for a product, but they’re also looking for a certain level of service. It’s the same with Netflix. It’s a product, but you are definitely getting a service with their mass customization. In our sector, Ian Schrager's W Hotels are service companies and competitors who also help create identity. Geek Squad has a unique identity and is probably an aspirational brand as well. They are saying “tech can be fun”.
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