Today it seems like every brand is doing it: Content Marketing. Gone are the days of simply taking out an ad with a product-as-hero picture and some expressively, and expensively, crafted benefits copy to sell. Now brands need to tell stories about their products and what unique differences they offer to the customer. So content […]
Archive | Brand Marketing
RSS feed for this sectionLuxury Beauty: Does the ‘Lipstick Effect’ Still Hold Today?
Back in 1999, former Harvard University Professor, and now Professor Boston University, Juliet Shor introduced the ‘lipstick effect’ theory in her book entitled The Over Spent American (1999). Her thesis: Consumers will buy higher-priced, more prestigious lipsticks, specifically Chanel, that are used in public, vs. lower-priced, less prestigious brands that are used in privacy of the […]
Luxury Brands: Tell New Stories for Your Most Profitable Customers
Brands need new stories to tell that connect with the next generation’s values and mindset In a recent Adweek article about five trends shaping the future of retail, Christopher Brace, CEO at Syntegrate Consulting, made it crystal clear: Brands need to tell new stories to capture the next generation customers. On the need for effective story […]
How to Get Affluents to Spend More: Make It Really Worthwhile!
It’s all over the news — the rich are getting richer, as this recent New York Times article asserts. And it’s true: The affluent consumers at the top 20% of household incomes are sitting pretty financially and their numbers are growing. But it’s not the affluents’ positive financial circumstances that will influence their spending on […]
Luxury Marketers: We Are in the Happiness Business
I have recently been working on a branding concept for a new luxury offering. Through the research process, it’s become clear to me that at its heart, every brand participating in the luxury market is ultimately in the Happiness Business. People trade up to luxury not because of quality, value or enhanced features offered, but […]