Says Who?



Having met Nicky Kinnaird many years ago, I know her to be a very smart woman building a terrific business founded on deep personal beliefs and thus I'm willing to accept the statement as true.

But I was a bit bemused to see this in the window of a Space NK store. Does the attribution make it more credible? The stores are the physical incarnation of her philosophy - so those who know what NK stands for will not need to be convinced while others will wonder who Nicky Kinnaird is.

It seems to me to be a form of celebrity endorsement in the eyes of her marketers, but does it weaken the advice? After all, she's not Japanese. Wouldn't modest anonymity be more in line with the slow organic growth of the business? Or does it just jar with me because I'm someone who knows the story rather than a potential customer?

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