Off the Cuff: A Q&A with Cohere’s Antoinette Marie Johnson

October 18, 2024

Antoinette Marie Johnson is founder and CEO of Cohere

“Off the Cuff ” is a Q&A series from Luxury Daily exploring the career paths, current projects and next steps of those shaping the world’s best luxury brands.

The interviews feature a Proust-style twist, allowing readers to get to know industry leaders on a personal level. The 12th edition features Antoinette Marie Johnson, founder and CEO of hospitality branding, strategy and marketing firm Cohere.

In this Q&A, Ms. Johnson discusses her time with the U.S. Army and making maps, listening to music to both gear up and unwind, the importance of targeting specific audiences, and a recent hospitality project in Philadelphia.

Here is the dialogue:

What was your first job ever? What did it teach you?
My first real professional job was as a cartographic designer and GIS (geography and information systems) analyst for a navigation technology company that was eventually acquired by Google Maps.

I took a risk in college by majoring in urban planning and minoring in GIS, which built on my military experience prior to school. My mother said at one point, "What the hell kind of job will you get with that major?" But it was important to me to build upon my passion of the built environment while applying my previous experience and skills gained while serving in the U.S. Army.

While active duty I specialized in GIS, which turned me into a bit of a map geek. This unique combination of skills positioned me for incredible opportunities, including traveling the world through my work.

Although the pay was low, I embraced the challenges and eventually became the Latin/South America lead for developing pedestrian Google Maps products. During this time, I gained invaluable expertise working with major digital map companies like MapQuest, TomTom and Google Maps.

It was at Google Maps that I learned the intricacies of branding products and projects tied to physical spaces—a concept that has become a cornerstone of my company, Cohere. This experience taught me the importance of strategic thinking and adaptability, skills that continue to shape my approach to business today.

Cohere recently helped create a fresh brand story for Hotel Anna & Bel in Philadelphia. Photo by Bre Furlong, courtesy of Cohere

Which skills have been critical to your success? Did you gain these skills within or outside of the workplace?
I've developed a personal branding theory which helped me develop critical success skills.

Malcolm Gladwell discusses the concept of needing approximately 10,000 hours of practice to become an expert in his book, "Outliers: The Story of Success." In this book, he explores the factors that contribute to high levels of success, including the importance of practice, opportunity and cultural background. The 10,000-hour rule has become widely referenced in discussions about expertise and mastery in various fields.

I took his advice and merged it with Cohere's unique branding method; picture a Venn diagram.

What is the best piece of advice you’ve ever received?
It was strategy, from a mentor, on how to buy my former business partner out and not go broke. I'd rather not advertise that advice here, but if anyone is out there seeking mentorship about fraudulent partners or employees and how to strategically end the relationship, come see me!

How has your field changed since you started out in luxury, and what do you think your industry will look like in a decade?
Lately the field of luxury hospitality, higher-end hotels and restaurants, and lifestyle brands has become bifurcated. The higher end is higher and the lower end has gone very cheap. The phenomenon has recently bred new life into old themes such as 1980s greed and opulence, which is currently trending in interior design and positioning for the right brands.

I predict that this bifurcation will continue for the next 10 years, and we should be prepared to help any brands never land too democratically in the middle. It's that age old advice from the master marketer Seth Godin: "If you appeal to everyone, you appeal to no one at all." Be specific in who you want to attract, and you'll go further.

What recent projects have ignited your passion for working in luxury?
One recent project that has truly ignited my passion for working in luxury is Hotel Anna & Bel in Fishtown, Philadelphia. This boutique hotel, located in a historically significant building that once served as a women’s asylum, represents a "coming home" story for me, as I’ve returned to my roots after years of growth in New York and Miami.

Partnering with a predominantly female team, we're reimagining the property’s narrative to celebrate its rich history while embracing a modern, feminine spirit in hospitality. This project not only highlights my commitment to transforming underutilized spaces but also aligns with our vision at Cohere to create impactful environments that resonate with the community.

United branding adorns Hotel Anna & Bel collateral. Photo by Bre Furlong, courtesy of Cohere

Who, in any industry or sphere, would you most like to share a long lunch with and where would you take them?
Keith McNally and Susan Sontag: Two beautiful writers, one whom I get to hang out with regularly and am so fortunate to have worked with (Keith, a self-deprecating restaurateur who has changed the game in New York with Balthazar, Minetta Tavern, Pastis and more), and Susan, who is an unbelievable source of timeless inspiration.

How do you get into the right mindset before a big meeting or presentation?
I listen to great music as I get ready and psych myself up for the "win." I always think confidently and go prepared. I also put myself in the shoes of the person I am meeting with or presenting to, and add some humor to break the ice.

On your days off, what can you be found doing to relax or have some fun?
Going to a bathhouse Aufguss session or a great concert.

What does luxury mean to you?
To me, luxury goes beyond opulence. It embodies a deep sense of authenticity and connection.

It’s about creating meaningful experiences that resonate with individuals on a personal level. Luxury is found in the details: thoughtful design, exceptional service and the ability to evoke emotions that transform a space into a sanctuary. It’s about crafting environments that not only reflect beauty, but also foster a sense of belonging and community.

Whether a product or service/experience, what is your favorite luxury indulgence?
Beauty products, particularly for the shower and before bed. I've invested in this routine for the last few years, and it is a game changer for how you feel about yourself.

Luxury, in this instance, doesn't even require spending a lot. In fact, a secret for me is local products from farms that make goat milk lotions, lavender serums and linen bed sprays.

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Off the Cuff: A Q&A with Cohere’s Antoinette Marie Johnson

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