Are You a Discounting Brand?

Recently I read a brilliant interview of Lutz Bethge, CEO Mont Blanc at economictimes.com. He was asked whether he would also resort to discounting like other luxury retailers. Here is what he said:

“That is not our way. Mont Blanc has always conveyed to customers that we create products of sustainable value. …If you have a promise from a brand that says this is the kind of product you can pass down the generations and the next day you see it heavily marked down, would you still trust the brand?”

I have enormous respect for the confidence he has in Mont Blanc. A true brand is what it stands for unaffected by the market conditions.

We too, like these brands get under pressure in challenging times. We too have the temptation to surrender our values and embrace painless choices. We forget, that’s the real test of what we stand for. If we stand by our values even in demanding times, we would rise above mediocrity and be an example for mankind to follow.