Gandhi's Brand? Montblanc Misses The Point

Storied European pen-maker Montblanc wanted to raise its brand profile in India. Not a bad idea, India's population is 1 billion. So, long on imagination but short on branding basics (or common sense), Montblanc released a limited-edition pen, made of 18-carat solid gold with a rhodium-plated nib and a saffron-colored mandarin garnet, called the "Ma-hatma Gandhi." It costs Rs1.1 million (about $24,000). The brand released the special pens on Gandhi's birthday, a national holiday in India.

Compounding the ridiculousness, the handmade pens will be sold in a limited edition of 241, intended to honor the number of miles Gandhi walked during his salt tax protest. Each pen will come with an eight-meter gold thread representing the cotton loom on which Gandhi made his own humble garments.Continue reading...