A Macaron is about vision believe it or not. It is about strategy. It is about branding. And victory tastes so sweet.

© sneakernews.com

I met Khaled and Nour a couple of times and tasted their masterpieces. Le Gustav is not a pastry shop, it is not a cake factory, and it surely is not your average pâtisserie.

Le Gustav is about perfectly mixing the two most essential ingredients of a heavenly pastry, passion and art.

It is not a coincidence that I keep mentioning passion in all my writings. I will never stop.

My momentum is driven by folks like Khaled and Nour. They do to pastry what I do in branding, top everything with passion… The cherry on the cake.

A brand is not about big and flashy. It is mostly about passion and passion. Yes, twice the passion.

There’s the passion you inject in your brand, a breath of your soul. Then there’s the passion your market acquires for your brand. When the two passions collide, the explosion of emotions and feelings triggers the Big Bang of the brand’s universe.

Khaled and Nour did just that.

A brand is undeniably about innovation. The most sophisticated type of innovation is the variation on a theme. Take an existing industry or concept, add a dash of creativity, explore the possibilities, inject courage and vision. What do you get? A discovery with every bite.

A brand is also about sustainability and best practice, the power to replicate success over time. This is the key to magnify the brand’s power. If you start right, look at it as a Damocles dagger over your head. The challenge is to keep doing it right, and then, do it better.

Steve Jobs and Steven Wozniak did just that with Apple. And even in its darkest moments, Apple earned more support from its loyal adept users than from its board members. Apple is not a computer. Apple is an innovation factory.

Le Gustav is not pastry either…

When you look at the right idea as the springboard to innovation, and when you grasp how the power of innovation can become the podium of your brand, you never fail.

© media.squarespace.com

Le Gustav is not a name or logo or location or sales… It’s not about a dozen pastries in a box. Le Gustav is the smile of Nour, the eloquence of Khaled, the passion they display when describing what they do. That, is what you taste with every Le Gustav Macaron.

That’s what you feel when you use a Mac.

Apple says “Think Different”… Khaled and Nour heard well, and did it right

Rarely a local brand tasted so good.

©Ibrahim Lahoud – 2011


  1. April 8, 2011 at 12:59

    Indeed… And Khaled and Noor’s passion keep us going back! Life is too short to live it without passion in whatever we do 🙂

    • 2 Khaled
      April 9, 2011 at 21:00

      Mich, you have been the jewel in our crown.

      Everyone’s continuous support keeps us believing in what we do… And sets the bar higher for us… And we love it! Keep it coming…

  2. 3 Laura
    April 10, 2011 at 12:25

    I’m sorry to tell you that you’re wrong. I’m sure you never tried the real macaron in France. Gustav’s macarons are all sugar and food coloring. They are not made from the original recipe of almonds and real fruit. I tasted them once, and never will try them again.

    • April 10, 2011 at 12:43

      If you’ve been to France, then you should definitely know the famous saying:
      “Les goûts et les couleurs, ça ne se discute pas.”
      Thank you very much for your comment.

  3. April 12, 2011 at 16:26

    And I love their tagline! “Innovation Sucre”

    Speaking about Le Gustav..I haven’t paid them a visit in some time..I really need to go!!!

  4. April 15, 2011 at 15:27

    Gustave is making a real buzz in the social media, I’ve never been there…In my opinion the best macaroon in the world is La duree, he has shops all over the world in Beirut as well,you have to try it if you are a macaroon lover it is a Must

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April 2011

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