Friday, September 18, 2009
I've identified that brilliant brand!
I read an article today on E24 and realised that I came across that brilliant brand that I want to write about. It's Lexington - the small bed linen turned mega lifestyle brand of a century! Lexington is everywhere and it grows stronger and stronger by the day. And what I did not know is this - Lexington is actually a Swedish company that sells the American dream via their very American brand. I was so surprised to find this out and must admit that I feel a bit like an ignorant idiot not knowing those facts. Did you all know out there?
Anyway, Kristina Lindhe and her colleagues has done a tremendous job with Lexington. Today it is a strong lifestyle brand that sells great products with a strong emotional connection to the promise of a New England luxurious living. And throughout their collections and brand communications they stay very close to this single, strong emotional promise. It's well executed and I'm very inspired by the intelligence behind the Lexington brand!