Reprinted by permission from the publisher, BenBella Books, from Your Company Sucks: It's Time to Declare War on Yourself by Mark Stevens, Copyright (c) 2011, BenBella Books. All rights reserved.
All Made Up and Looking Gorgeous: How Revlon Won Over Its
Customers
From the day Charles Revson launched Revlon with $300, he was driven to the point of obsession to build a clientele, a following, that worshipped
the company's products, would gobble up every brand extension
he brought to market, and would never tolerate competitors (Revson viewed them as imitators) of any kind. He would accomplish this not primarily with slick advertising campaigns (although he did advertise heavily and effectively)
but first and foremost with a religious zeal to create and maintain a product line that exhilarated women in search of what I call the Marilyn Monroe Factor (more on that in the next chapter).
The achievement of a state of thrill can only be born from an unorthodox approach, as anything out of the standard playbook is just that: Standard. Meaning it's ordinary and predictable. Instead of delegating the goal of Revlon's exceptionalism to a quality control group of middle management bureaucrats, Revson took full leadership for achieving the Thrill Factor:
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