Veuve Clicquot Champagne has one of the most fascinating founding stories ever told — truly worthy of a novel — yet the reason it’s most famous is far simpler: its yellow label.

Technically, this element is known as a distinctive asset.

We discuss this with Jenni Romaniuk, professor and researcher at the Ehrenberg-Bass Institute, author of numerous studies and books including Building Distinctive Brand Assets, and quite possibly the world’s leading expert in this field.

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Sources:

- J. Romaniuk, Building Distinctive Brand Assets, Oxford University Press, 2018

- J. Romaniuk, Better Brand Health, Oxford University Press, 2023

- J. Romaniuk & B. Sharp, How Brands Grow Part 2, Oxford University Press, 2015

- Tilar J. Mazzeo, The Widow Clicquot: The Story of a Champagne Empire and the Woman Who Ruled It, HarperCollins, 2008

Lo champagne Veuve Clicquot ha una delle storie di fondazione più avvincenti che esistano, davvero degna di un romanzo, eppure il motivo per cui è più famoso è molto più semplice: la sua etichetta gialla.

Tecnicamente questo elemento si chiama distincitive asset.

Ne parliamo con Jenni Romaniuk, docente e ricercatrice dell’Ehrenberg-Bass Institute, autrice di molti studi e libri tra cui «Building Distinctive Brand Assets» e, probabilmente, la più grande esperta al mondo in questo campo.

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Fonti:

- J. Romaniuk, Building Distinctive Brand Assets, Oxford University Press, 2018

- J. Romaniuk, Better Brand Health, Oxford University Press, 2023

- J. Romaniuk, B. Sharp, How Brands Grow Part 2, Oxford University Press, 2015

- Tilar J. Mazzeo, The Widow Clicquot: The Story of a Champagne Empire and the Woman Who Ruled It, HarperCollins, 2008

Carlo Crocco founded Hublot, and Jean‑Claude Biver turned it into a brand able to stand the test of time.

Starting from this story, we explore the role of differentiation in branding together with Mark Ritson – marketing and brand management consultant for some of the world’s biggest brands and founder of the advanced Mini MBA program, as well as one of the most widely read and respected columnists in the marketing world.

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More on MiniMBA: minimba.com

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Sources:

- B. Weinstein, Timing Is Everything, Entrepreneur, 1 luglio 1996

- V. Gomelsky, Edgy watchmakers’ material links time and space, New York Times, 11 aprile 2007

- T. Hulse, Jean Claude Biver: Sleep is like dying, sleep takes your life away, Wired, 21 maggio 2018

- Marketing Deconstructed - Brand Management: Dropping The Stupid Stuff…, Australian Association of National Advertisers, YouTube

- J. Trout, S. Rivkin, Differentiate or Die: Survival in Our Era of Killer Competition, Second edition, Wiley 2008

- L. Bruni, Il capitale narrativo, Città Nuova 2018