James Perse
Tetragrammaton with Rick Rubin
Shaping Products Around Sense of Place and Environment
The company has transitioned to focusing on digital marketing and storytelling as the foundation for product development. They now use analytics to understand customer preferences and market accordingly. The focus is on differentiating through brand storytelling rather than individual product features. The company aims to shape products around a sense of place and environment, drawing inspiration from various California locations. The goal is to unify the internal operation towards a singular story, and create an ecosystem where products complement the experiential destinations and locations in a subtle, non-commercial manner.
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