Maintaining Brand in a Recession:

How Your Talent Distinguishes the Customers' Experience

February 24, 2009

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EMS applied principles from three thought leaders (authors of Blue Ocean, First Break all the Rules, and Mavericks at Work). They looked at the success of Cirque de Soleil, who proved that customers can respond to unique brand more than low price. Cirque de Soleil shifted the traditional circus model spend on animals to invest instead in venues that cost more, but served to distinguish their brand. Moreover, they acquired talent from former US Olympic games and placed confidence in their talent to create the acts that customers pay a great deal to see. Comparing the cost of a ticket to a regional circus to seeing Cirque de Soleil in Las Vegas or on a cruise ship means their brand shift and supporting talent strategy have been successful.

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