A few years ago, shortly after the 2008 crash, American Express in the United States paid many of its less profitable customers to close their accounts and go away. The move garnered much attention and analysis then. It was seen as a de-leveraging move. Whatever hubbub surrounded the brand then has since died down and … Continue reading Brand leadership has to change
Tag: marketing
Authenticity and Vedic wisdom for luxury brands
Alicia Keys, the talented musician and singer, was in the news recently for having chosen decidedly to eschew makeup. In a monograph in a newsletter, she said she feels no need to cover up any more. She talked about her journey to self discovery and finding her authentic self which did not need to be … Continue reading Authenticity and Vedic wisdom for luxury brands
Influencer marketing and the luxury marque
Eight years ago, I was pondering the meaning of "authority" on the web. Fast forward to 2016 and the language has moved on. It is no longer about authority but about influence. Brands, including some luxury brands, are engaging in "influencer marketing". The web is awash with "advice" for luxury brands on the criteria for … Continue reading Influencer marketing and the luxury marque
Luxury watches and tech: who is driving whom?
Luxury products, it seems, are being trampled over by technology-enabled products enticing luxury customers. Apple created its own version of ceramic enforced gold. The real number of the Apple watches in gold casing shipped remains a mystery although an estimated total of 10M pieces are expected to have shipped by the end of 2015. Apple … Continue reading Luxury watches and tech: who is driving whom?
Four For Friday (29)
The luxury sector is negotiating the tight rope between its traditional exclusivity and the open-all-hours, democratising nature of the web. It is a fascinating space to watch as new ways of enticing and engaging with the customer emerge. This long Luxury Society piece explores the emerging influencers and how brands are finding their feet in … Continue reading Four For Friday (29)
Luxury’s other heritage challenge
"You never actually own a Patek Philippe. You merely take care of it for the next generation.” This well-known Patek Philippe tag line tells its customers that the brand's heritage could be part of their own as they bequeath their Patek timepieces to their future generations. (Patek Philippe's famous next-generation ad (c) Patek Philippe) One … Continue reading Luxury’s other heritage challenge
Men in women’s fashion — the gender imbalance we don’t talk about
A few weeks ago, rumours abounded about Tom Ford possibly returning to Gucci, after Frida Giannini's departure. While there is no doubting Mr Ford's all-round creative nous, from couture to perfume and makeup, and film making, it would have been disappointing if he did return to the role. In the event, Ms Giannini was replaced … Continue reading Men in women’s fashion — the gender imbalance we don’t talk about
Craftsmanship in luxury
Craftsmanship is the cornerstone of the luxury goods industry. The obsessive focus on the art, the cultural roots, the societal context and the history not only preserves and enhances the heritage, but also helps tell a unique story and find markets for luxury goods, increasingly in countries far from home. However as emerging markets not … Continue reading Craftsmanship in luxury
Brands and the coattails of success
"TAG Heuer congratulates its beautiful rebel - MC Mary Kom into the Semi Finals of the 2012 London Olympics. The glamorous TAG Heuer Woman shares Mary’s restless and rebellious nature. Like her, she excels at her game, knows how to win, and how to celebrate. Creative, confident, always plugged in, she never stops building on … Continue reading Brands and the coattails of success
Start-ups do not need a marketing budget, or do they?
Two deservedly well-regarded investors, Fred Wilson and Brad Feld, have written about why they think start-ups do not need a marketing budget. Both are deliberately a little controversial. Fred Wilson writes, for instance, that: "I believe that marketing is what you do when your product or service sucks or when you make so much profit … Continue reading Start-ups do not need a marketing budget, or do they?
