As marketers, we love creating campaigns that take on a life of their own, that become distributed and deposited by our top brand advocates throughout their seemingly infinite social networks. Whether it’s online or not, word of mouth is something all marketers seek, it’s our holy grail. Having a loyal customer take hold of a brand piece and share it with their circle via word of mouth is pure. solid. gold.
But what does this mean online?
Brand Positioning, Content Strategy, Digital Branding, Marketing, Social Media »
Managing the Exclusive Distribution of Content as a Luxury Brand
Establishing an Online / Offline Connection
It would seem that the internet expands its reach on an almost daily basis. The online platform has become so influential that it presents a tremendous opportunity to brands; so much so that many now have digital marketing directors and departments tasked with determining the best ways to position the brand to a global and seemingly infinite base of potential customers. In a world that’s becoming increasingly digital, it’s even more important to establish offline connections with customers and potential customers.
Iconic Fashion, Available Exclusively Online: How MaxMara Connects Heritage and Innovation
Since 1951 MaxMara has been dressing women with sophisticated style that transcends both decades and trends. There is a sort of magic to the MaxMara brand that allows its collections to feel consistently relevant yet ultimately timeless. A look through their coat book, a hard-covered, 243-page chronicle of the company’s history proves the longevity of their creations and how true design need not be relegated to a time period.
Creating a Vantage Point for Customers Online through Lifestyle Marketing
Lifestyle marketing has become increasingly popular as brands work to associate themselves with a way of life customers aspire to. In doing so, brands become purveyors of the tastes, styles, activities, etc. that compliment their identities and product offerings.
Brand Positioning, Content Strategy, Digital Branding, Luxury Mentality, Marketing »
Detecting the Marketing Opportunities Behind the Business Strategy
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, Consumer Insights, Luxury Mentality, Style »
The Digital Exploration of Luxury Brands
There’s something innately special about the act of discovery. In our lives, we are on an unconscious mission to uncover things through experience: knowledge, insight, connections, relationships. This constant state of exploration is what enables us to unlock meaning through our experiences by creating something memorable. Luxury taps into this directly, as the value of a luxury item is based on emotion. When a consumer has an amazing experience with a brand, this facilitates the emotional connection that leads to loyal customers, high customer retention and high referral rates.
