For many luxury brands deeply rooted in heritage, the digital age has presented a challenge in protecting a legacy more than it has presented an opportunity to evolve. As some brands elect not to participate in the digital evolution, it is rarely understood if this choice is an informed decision or instead the result of severe indecision.
Blogging, Brand Positioning, Digital Branding, Facebook, Social Media, Twitter »
Calculating the Risks of Not Participating in the Digital Revolution
Commerce, Consumer Insights, Social Media, Tools & Resources »
Integrate Your Marketing & Develop A Responsive Sales Force
Perhaps the biggest impact that the rise of technology has brought about is the increasing proliferation of information channels which reach and influence consumers on a daily basis. More than ever, we find ourselves bombarded by information concerning products and services from new sources: websites, online advertising, Google ads, blogs, social media, location-based social gaming, email marketing…etc.The list seems to grow exponentially by the day.
Brand Positioning, Content Strategy, Digital Branding, Social Media »
Is Your Brand Over-Exposed?
At the inception of luxury in the mid 1800s, the business of pioneering brands like Louis Vuitton and Goyard were driven by the power of exclusivity. Top tier price points and affluent lifestyles have allowed luxury brands to keep this up-market allure alive today, amidst economic downturn. However, while we are situated in an ever-changing landscape, attributable to technological advances, brands at every price point have the opportunity to become social. Brands in the luxury market have jumped in on the conversation with consumers and have experimented on social networks, in ways we never would have imagined just a year ago. Luxury retailers are becoming as transparent as adverse mass marketed brands. In turn, the luxury industry has expanded its accommodations and has become all the more inclusive, rather than relying on the penchant for exclusivity, that much like fine leather, can get worn and tattered with excessive use.
Brand Positioning, Consumer Insights, Digital Branding, Facebook, Social Media, Twitter »
3 Roles of Brands Online: The Pioneer, The Observer and The Challenger
In the game of social media marketing, it seems as though three distinctive positions have emerged: that of the Pioneer, the Observer and the Challenger. Luxury brands as a whole, and individual brand marketers alike, have decidedly (and sometimes inadvertently) aligned with one of these three stances. The tricky part though, is that social media is an ever-changing game, with malleable rules, incoming players and an increasingly demanding audience. As such, a brand’s role as an observer, pioneer or challenger is not necessarily one that is long-term. What are the benefits of each and how does this impact a brand’s long-term strategy?
Brand Positioning, Digital Branding, Post-Recession Marketing »
(Re)Branding in the Digital Age
Whether it is to re-launch a heritage brand or conquer the new world of online, correct brand management is a delicate exercise. Brand identity, as we have seen, is key in order to drive competitive advantage and leverage commercial growth both within an emerging or established fashion brand. However, brand identity is also a vital tool that comes into play when the brand is looking to overcome new frontiers – namely, re-branding or seeking to recapture the space in the market that the brand had previously occupied. In addition, the concept is pivotal in conquering the brave new world of online, which though quickly permeating daily modern life, may still appear as a mind-boggling minefield to traditional luxury brand managers.
Brand Positioning, Digital Branding, Marketing, Must Read »
Leveraging Brand Identity to Develop a Commercial Strategy
Many commentators decided that this passed season may be remembered more for the bizarre game of designer musical chairs that took place, rather than the actual clothes presented on the catwalks. In London, Claire Wright Keller left Pringle to pursue “other projects” only to reappear at Chloe. In Milan, Gianfranco Ferre’ let go design duo Tommaso Aquilano and Roberto Rimondi, while Trussardi and Milan Vukmirovic amicably agreed to part ways and Alessandro Sartori presented his final collection for Ermenegildo Zegna before joining Berluti.
