Summary of Why a brand DNA is so important in a brand strategy | Vincent Perriard | TEDxEcoleHôtelièreLausanne

00:00:00 - 00:10:00

In the video, Vincent Perriard discusses the importance of a brand DNA in a brand strategy. He points to examples of successful brands, including Breitling, Omega, and Patrimony, which all succeeded by being different, credible, and relevant. He recommends that businesses strive to be unique, and advises viewers to ask themselves if they can explain their company in just five seconds and be powerful.

• 00:00:00 Vincent Perriard speaks about the importance of understanding a brand's true DNA in order to create a successful brand strategy. He provides the example of Hytera, a company that created a watch combining liquid and mechanical movements. By understanding the vision and goals of a company, it becomes much easier to create a successful brand strategy.
• 00:05:00 One of the CEOs of Starbucks in 1993, Mr. Schultz, came up with the idea of creating a new ad campaign that focused on the idea of "the coffee meet." This campaign helped to increase traffic and sales at Starbucks.
• 00:10:00 In the video, Vincent Perriard discusses the importance of a brand DNA in a brand strategy. He points to examples of successful brands, including Breitling, Omega, and Patrimony, which all succeeded by being different, credible, and relevant. He recommends that businesses strive to be unique, and advises viewers to ask themselves if they can explain their company in just five seconds and be powerful.