As luxury consumers, in our buying behaviors we convey that we are interested in so much more than simply the product. It’s not about the utility of an item, it’s about the story behind it. This story is what initially attracts aspirational consumers and what continues to influence even the most premier customer. Whether that story is about quality of material, integrity of design, innovation, exclusivity, value or trend setting, the story is what prompts interest, and eventually facilitates the purchase. But so often, the story is something to be uncovered, something that brands are crafting without even being aware. For established brands in particular, how can the heritage of the brand and the existing business strategies provide an engaging and valuable tale for consumers?
Brand Positioning, Content Strategy, Digital Branding, Luxury Mentality, Marketing »
Detecting the Marketing Opportunities Behind the Business Strategy
Facebook, Marketing, Social Media »
6 Facebook Platform Updates You Should Know About
1. Facebook Places: The big buzz in the social media world these past two weeks has been Facebook’s recent launch of Places – a geo-location platform that allows users to share not just what they’re up to, but where they are. The launch has caused a quite a stir, particularly because it directly competes with the current geo-location favorite, Foursquare.
Style »
The New Sartorial Movement
It’s official! After a few years, the most difficult demographic has finally gotten on board of the tailored clothing bandwagon, and it’s finally safe to say that wearing a suit is no longer uncool. For what seems like a moment, youth led by pop and hip-hop culture, have been reassured that it is OK to dress. Hip-hop moguls turned style icons are now recognized for their ability to put an outfit together as well as their music. Athletes are now known for buying bespoke on top of their ability to beat buzzers. Rock stars still shred, only now it’s in three-piece Italian suiting, paving the way for all men to get to know their tailors a little better.
Content Strategy, Emerging Platforms, Facebook, Marketing, Social Media, Twitter »
5 Easy Ways to Create Social Media Content
One of the challenges that many companies face as they begin the descent into the realm of social media is figuring out a way to keep the content fresh on Facebook, Twitter, and the like. For a brand that’s used to doing things the “traditional” way, there are only so many new campaign visuals one can create.
Style »
Bottega Veneta Adds Value for the Higher-End Consumer
Imagine you had the good fortune to be able to own a piece of merchandise from one of the most esteemed fashion houses around. Now imagine that, as an everyday consumer, the piece was specifically and intentionally curated for you by the acclaimed Creative Director behind the brand. And what if you had the insider knowledge that the piece you purchased was made from higher quality materials compared to other leading brands of the same price point?
Brand Profiles, Featured Brands »
Bottega Veneta
Established in 1966, Bottega Veneta (literally translated to “Venetian atelier”) was conceived by Michele Taddei and Renzo Zengiaro.
