Archive | Brand Marketing

RSS feed for this section
charlota-blunarova-r5xHI_H44aM-unsplash fashion design

It’s Disruption Versus Tradition As Louis Vuitton And Gucci Choose New Creative Directors

The fashion world was shaken when Louis Vuitton announced the appointment of pop icon Pharrell Williams as creative director of its menswear division. He will succeed the late Virgil Abloh, who passed away in November 2021. In many ways, Williams is a perfect choice to step into Abloh’s shoes, both being Black Americans steeped in […]

Comments Off on It’s Disruption Versus Tradition As Louis Vuitton And Gucci Choose New Creative Directors Continue Reading →
kenny-eliason-RjV6salcfD8-unsplash

For A Brand To Stand Out, Forget Unique Selling Proposition (USP); Adopt Unique Point of Difference (UPD)

The concept of the Unique Sales Proposition (USP) has been enshrined in marketing and sales circles for decades. Advanced by advertising executive Rosser Reeves in the late 1940s and 50s and then introduced into the lexicon in his 1961 book Reality in Advertising, he called on brands to extend their product advertising from product features to […]

Comments Off on For A Brand To Stand Out, Forget Unique Selling Proposition (USP); Adopt Unique Point of Difference (UPD) Continue Reading →
daniel-lee-j83O6uMAbIc-unsplash

Balenciaga’s Teddy-Bear Ad Pushes Luxury Out Of Bounds

Balenciaga is once again embroiled in controversy on the heels of cutting ties with Kanye West, a.k.a. Ye, over anti-Semitic statements he made. It has been widely vilified for its holiday ad campaign featuring children posed with plush teddy-bear bags wearing S&M bondage gear. The company pulled the ad with an apology on Instagram for […]

hayffield-l-9DLOCfyg0-w-unsplash

Ralph Lauren Returns To True Luxury With Aggressive Plans for Growth

Ralph Lauren Company CEO Patrice Louvet and his executive team took to the stage recently in RL’s first investor presentation since 2018. Four years in the making, it was a big event lasting some four hours and backed up by a nearly 200-page presentation. The bulk of the time and pages were devoted to the […]

Comments Off on Ralph Lauren Returns To True Luxury With Aggressive Plans for Growth Continue Reading →
matus-kovacovsky-eIvLuyDjCQI-unsplash Paradox Brands

Power of Paradox Brands

Paradoxes are both familiar and common to the human condition. They are brain teasers that reveal faults in our senses and errors in human logic. Authors and poets delight in paradoxes because they stop the reader in their tracks to ponder the apparent contradictions. Like the familiar phrase, “Less is more,” or when Shakespeare’s Hamlet […]