The first time... 
I am not a champagne drinker. In fact, those who know me can attest to my loyalty to Guinness. So what is my fascination with the brand Veuve Clicquot? I have been an evangelist of this brand for over a decade. It excites me, fascinates me, invigorates me and inspires me as a consumer and a designer. My introduction to Veuve Clicquot was in Switzerland, in the form of a piece of packaging that simply wowed me: Veuve Clicquot had designed a secondary use for its package so that when it was opened, it turned into an ice bucket. So clean, so simple and so obvious! I was hooked! (In fact, anyone who has attended an Interbrand workshop knows that I use this packaging example as part of my pre-workshop homework.)
The more I learned about the brand, its history, philosophy and attitude, the more I became a Clicquot junkie. I have since subscribed to the web site and eagerly await news about the brand and its latest innovations.
So what is it about Veuve Clicquot that has me bubbling over with excitement? I feel it superbly demonstrates how a brand should communicate with current and potential consumers. It values its traditions and heritage while also embracing the future. It has a consistent look and feel that breaks through category clutter and, in turn, differentiates itself from brands that use the same old visual and verbal cliches.
You can instantly find a Veuve Clicquot package because of its distinctive “yellow” at shelf. Plus, the brand’s constant innovation keeps driving it forward. It is similar to listening to a hit song: the hooks in the beat, the melody and the lyrics keep drawing you in. The more you listen the more you appreciate the combination. It’s genius.
The fact that Veuve Clicquot announces in advance what products it is going to launch oozes confidence. Yet, there is nothing arrog
ant about the brand. In fact, just the opposite: Veuve Clicquot doesn’t take itself too seriously; it injects a healthy dose of fun and humor into everything it does. For example, rather than compete for attention and sales during traditional, calendar-based celebrations (New Year’s Eve, anniversaries, weddings, birthdays, etc.) Veuve Clicquot celebrates life. Why can’t champagne be purchased for a picnic or a day at the beach? The idea is so elegant, so inspired.
So what is the lesson here? Be a brand evangelist. Be proud of what you have and celebrate it at every level of execution. Engage your consumers. Balance history and vision. Innovate for the sake of the brand, not just for the sake of innovation itself. So what is the lesson here? Be a brand evangelist. Be proud of what you have and celebrate it at every level of execution. Engage your consumers. Balance history and vision. Innovate for the sake of the brand, not just for the sake of in-novation itself. Enjoy the brand but be respectful of the business. March to the beat of a different drummer – yourself.
