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The “Social Media New Deal” for Luxury Brands

David Dubois

The rise of social media has put more power in the hands of a diversity of stakeholders who now shape for a large part of what is viewed as luxury. As a result, luxury brands have to learn how to negotiate their identity by striking new deals with these stakeholders at three levels: the brand image, the brand content and the brand ambassadors.
1 comment

Marketing

Boards Should Guide Branding

Intangible assets, such as brands, drive value creation. It’s time more companies brought them into the boardroom.

Marketing

Where Are All the Global Asian Brands?

Emerging market companies have grabbed market share by doing things faster and cheaper. But their next phase of value creation will come from building their brands.
3 comments

Marketing

What Apple Pay Means for China

The launch of Apple Pay is tipped to make a profound impact on the payments industry in the United States and potentially Europe, but can it compete in China?
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Marketing

Content Marketing is About Trust, Not Just Reach

Viral videos or hashtag campaigns won’t convert customers unless they build trust and confidence with their audience.
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Marketing

Navigating the Geopolitics of the New Luxury Consumer

Newly rich Russian and Chinese consumers have kept the luxury sector buoyant in recent years. Will these markets continue to be the lands of opportunity for luxury brands as the world turns against Russia and the Chinese leaders enforce their anti-corruption campaign?

Marketing

The New Rules of Pharma Marketing

Marcel Corstjens

Basing marketing strategies on relationships with doctors won’t suffice anymore. Sea changes in the pharmaceutical industry are prompting a total rewrite of the marketing playbook.
1 comment

Marketing

Managing Digital Consumer Influence in Luxury

The democratisation of the Internet has led to the emergence of influencers who sometimes have more followers, reach and influence than brands themselves. How can luxury brands manage and engage with such influencers?
1 comment

Marketing

Social Media and the Marketing Mix Model

Listening tools can help companies determine social media ROI in terms of real financial impact. But this only works if consumer sentiment is part of a more holistic marketing mix model.
16 comments

Marketing

The Challenge of Creating Digital Content for Luxury Brands

Digital media has given luxury customers more power than ever before to shape the image of the brands they follow. How can these brands translate their heritage and historical image into content that will resonate with the hyperconnected consumer of today?
1 comment

Marketing

Marketing Lessons for Coke from Peru’s Big Cola

An emerging cola brand from Peru schools the giants on how to achieve big growth.
1 comment

Marketing

Building a Luxury Brand Image in a Digital World

Luxury managers often see digital media as a threat, worrying that mass appeal will take power away from the brand. But digital channels offer powerful connections with customers and closer integration with their ecosystems.
2 comments

Marketing

Logos Mean More than You Think

It is shocking that companies do not seem to recognise the profound influence logos can have.
1 comment

Marketing

When Warhol Meets the Web: How A/B Testing Revolutionises Product Development and Maximises Impact

Testing two products or marketing offers with different sections of your customer base can yield a winning approach.
1 comment

Marketing

Putting a Price Tag on Brands

A universally accepted standard for brand valuation is an urgent need in a business world increasingly driven by intangibles.
2 comments