Brand storytelling
The New Codes of Luxury: 5 Essential Questions For Reinventing Luxury Customer Experience
In a time when consumers are choosing brands that resonate with their own values, what many brands forget is that the overall experience counts. Read More
The Art of Brand Storytelling: Greatness Versus Mediocrity
A great brand story has the power to captivate consumers, ignite a strong emotional reaction, and foster loyalty and advocacy. What is your brand story? Read More
What Is Luxury, Really?
Rather than focusing on price points and status, luxury brand managers should think of luxury as the ability to create extreme value for clients. Read More
How Smaller Luxury Brands Can Win In Today’s Reality
The gap between the top 10 brands and the others is widening, raising the question of whether there is still space for smaller brands to grow profitably. Read More
The New Playbook For Luxury Brands During China’s Rebound In 2023 And Beyond
Despite China’s economy recovering, growth will not be automatic for most brands. Only those that can keep up with changed client expectations will benefit. Read More
How Luxury Brands Can Avoid The Discounting Growth Trap
Discounting and traditional branding can dent brand equity, whereas emotional storytelling increases the scope for achieving higher profit margins. Read More
Gucci Is Now At A Critical Juncture. Here’s What Luxury Brands Can Learn.
Since the departure of Alessandro Michele, Gucci seems lost. To reinvent itself, the luxury brand will need to be crystal clear with its storytelling. Read More
What A Simulation Reveals About The Critical Role Of Luxury Storytelling
Luxury brands that achieve the highest desirability are comparable to an opera — everyone knows precisely what to do and the execution is flawless. Read More
Why The Principles Of Premium And Luxury Marketing Are Changing
Rather than highlight their brand origin, it's more important for luxury brands to develop full clarity on the specific role they play in their clients' lives. Read More
Why Selling Luxury In China Is More Challenging Than Ever
In China, where brands can be canceled in hours and trends can emerge overnight, real-time digital insights and hyper-precision in messaging are critical. Read More
