Loyalty in Luxury Should Not Feel Transactional
Customer loyalty programs are intended to give people an additional reason to continue choosing a brand. From my experience in […]
Branding
Culture & Trends
How Cultural Change Is Reshaping Women’s Luxury Consumption
Throughout the years, society has developed certain patterns around the roles people are expected to have, but those roles continue […]
Luxury Strategy
The Right Metric for the Right Objective
Traditional marketing has been one of the main ways brands connect with people, with years of empirical results showing how […]
Branding
The Fine Line Between Innovation and Brand Dilution
As the world becomes more interconnected and globalization continues to expand, companies have more access to tools, platforms, and resources […]
Branding
Same Function, Different Value: Why Branding Matters
From my experience as a marketer, I have seen that branding is crucial because selling a product today is no […]
Marketing Communication
The Audience Defines the Luxury
From my experience as a marketer, visual communication within an industry usually follows similar “macro” patterns. Brands may differ in […]
Consumer Behavior
Beyond the Price Tag
When thinking about an exchange, we usually think about a simple transaction: I give money and receive a product or […]