after the less-than-optimum results with the last fendi fragrance, palazzo, and the withdrawal of all fendi fragrances from the markets, fendi commissioned ceft and company new york on a positioning and strategy development for an entirely new signature fragrance. with the luxury world entering a new era, fendi turned to ceft and company with very […]
STRATEGY / POSITIONING
retail/space design: W Hotels engages ceft and company in a branding assignment
ceft and company has been commissioned by w hotels to work on branding and positioning for their hotels. the challenge for w arose with the saturation of the market by boutique hotels such as: the ian schrager company, andre balazs, and jt hospitality (thompson hotels) and the need for w to reassess its leadership position. […]