| > | | | | Montblanc pen company exploited its historical |
| | | | background to the fullest. For example, they carried a |
| After the decline of fountain pens era, Mont Blanc | | | | campaign around 4810 — that is, the height of |
| maker managed to step into the new century with | | | | the Montblanc peak in Europe in meters. 4810 dollars |
| more products to offer to its army of loyal | | | | paid for every opinion about the power of word |
| customers. Montblanc made its precious pens a | | | | gathered from famous people over the world made |
| status symbol, much more sough after by collectors | | | | a striking impact on the popularity of the brand, |
| and fans than its mere writing instruments in the | | | | which lead to more loyal customers, more sales, |
| days gone. | | | | more exposure to potential buyers. Now having a |
| A. Eberstein and two his companions who launched | | | | Mont Blanc pen means much more than just being |
| the first fountain pen with white star on cap couldn't | | | | financially able to afford one. It means to be part of |
| foresee the success of his venture. They struggled | | | | the pool of those who value the power of written |
| to survive in the tough competition between fountain | | | | word. Emails and chatting don't tell anything about |
| pen makers — Parker, Waterman and other | | | | you. But a couple of words scribbled on a plain sheet |
| brands. Presumably they benefited from the stars | | | | of paper describe your character as precisely as a |
| being benevolent to them, and Mont Blanc pens | | | | thorough psychological test would do. |
| avoided the destiny of being sold as rare samples on | | | | Of course, you don't scribble with Montblanc. As any |
| Sotheby's auction. | | | | good fountain pen, this one writes smoothly, |
| Though to be honest, there's more than just | | | | correcting the worst handwriting. Yours may be |
| functionality of writing instruments in the Montblanc | | | | awful with ballpoints, but it becomes at least readable |
| pens. The company was quick enough to cease mass | | | | when you touch a paper with a Mont Blanc fountain |
| production and concentrate on strategic PR and | | | | pen. Rouge et Noir was the first pen produced by |
| handcrafted items. They turned a simple pen into a | | | | Mont Blanc. Contemporary limited editions (Agatha |
| status symbol making part of business image. | | | | Christi, Hemingway, Alexander Von Humboldt, Sakura, |
| Montblanc owners clearly know why they put a pen | | | | etc) may cost considerably more and may be even |
| costing a small fortune into a pocket. That little | | | | harder to find a spare one. To prevent the |
| white-starred cap tells a lot about its owner. With a | | | | production of fakes, Mont Blanc runs a chain of |
| Mont Blanc pen, you don't pretend to be rich because | | | | boutiques in many countries. While there's a good |
| you are. You don't have to drive an expensive car | | | | chance of getting an authentic item on ebay, experts |
| because a small pen tells you own a garage of posh | | | | say that online auctions are full of counterfeit pens. |
| cars. | | | | |