I’m thinking of changing the name of my business to Italian Leather Branding. I don’t know why I believe Italian leather is better than any other leather but I do. Someone, somewhere planted that seed in my mind and it wouldn’t surprise me if you felt the same way. Italian leather is softer. More supple. The most beautiful tan color. And most important of all, it’s worth double maybe triple the price.
That seed that someone planted — that’s branding. It’s what all brand planners aspire to. To create an image in the mind of a consumer that pre- and post-disposes one to purchase. Or to prefer. I did buy some Italian shoes one time. Most expensive shoes I ever bought. And you are not going to believe it but they squeaked. Swear to God. My local shoe maker, Gaspar, suggested soaking the soles in water and guess what? Italian leather leaches. I didn’t know that. Water-stained Italian shoes…ouch.
But here’s the thing, it wasn’t the shoes’ fault. Couldn’t have been the Italian leather.