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Corporate board room

Why work with a Marketing Consultant?

This post contributed by my American Marketing Group partner, Paul Friederichsen. Sometimes you just need experience, perspective, and creativity on your side at the strategic level. Having the right partner can either validate and enhance the direction you’re headed or help you with a much-needed course correction. Would you ask, “why work with an accountant?” […]

Diversity

Luxury Brand Diversity Programs Won’t Prevent More Culturally Insensitive Mistakes

Recent culturally insensitive missteps by luxury brands, including Burberry, Gucci and Dolce & Gabbana, have people calling for greater diversity and inclusivity. While this is important, the problem goes deeper. Luxury brands need to return to the higher standards of taste and culture that made them great in the first place.

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Main Street Retail

Pointy Partners with Google to Help Local Retailers Compete Against Amazon

Amazon’s onslaught against brick-and-mortar retail is relentless. Today it controls about 5% of all American retail, according to Bloomberg, and is on track to take 49% of all online spending this year predicts EMarketer. Amazon is the competitor that keeps local independent retailers up at night. Some 73% of independent retailers surveyed by the Advocates for Independent […]

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bow-tie-businessman-fashion-man

Testosterone Is the Hormone that Drives Men Wild for Luxury

Consistently in my research with luxury consumers, I have found men more predisposed than women to luxury purchases. They typically spend more on luxury goods and services than women in Unity Marketing surveys and are more willing to own interest in luxury consumption in interviews and other qualitative research. I’ve attributed these gender differences in […]

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Word of mouth marketing

How to Make Word-of-Mouth Marketing Work

In every survey Unity Marketing conducts with retailers on their marketing and advertising methods, word of mouth is hands down the most important, being both most used and most effective. For example, in a recent survey among furniture retailers, over 80% of furniture retailers named word-of-mouth their most powerful marketing tool. By contrast social-media marketing, […]