Claire Martin on Italian designer Maria Sebregondi’s revival of the moleskin notebook as a product with the same name:
“There were different journals on the market, but it was an unbranded market and not an inspiring one,” Ms. Sebregondi says. She explicitly linked her product to the moleskine-style heritage by including a paper insert in each notebook that name-dropped its famous users and proclaimed Moleskine as “the heir and successor to the legendary notebook used by artists and thinkers over the past two centuries.”
The appeal was for customers to imagine themselves “jumping on the shoulders of giants,” she says. “The inspiring story made the difference.”
Brilliant maneuver, obviously. I’ve long thought that the role of aspiration in successful products is often overlooked. And I know I’m not alone here. Moleskines are great. But what’s really great about them is that Pablo Picasso, Vincent van Gogh, and Ernest Hemingway used them.