Jean-Georges Summer Barbeque Meal Kit

Source: email from Jean-Georges

Two common themes often pop up when I get questions about marketing, particularly from my students at NYU: how do these marketing principles apply to small business and also luxury brands.

My answer is typically the same: brands are brands so these principles apply to any kind of brand and brand marketing. I often accept the challenge to show how!

Take luxury dining for example. I just received an email from renowned chef Jean-George who I am sure is struggling with keeping his fine dining establishments running in this pandemic, particularly in New York City and other major cities where lockdown orders are in place.

So his brand team created an inspiring summer barbeque kit so that home cooks and grill masters can replicate the Jean-George experience at home. A true luxury, I know, but this is luxury marketing and a good example of a brand pivoting their offering and their marketing in a time of crisis.

Their words:

Source: email from Jean-Georges

Perfectly targeted, that’s for sure. And a clever way to make your brand accessible in a time of inaccessibility.

What’s your experience? JIM