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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 […]

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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 […]

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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 […]

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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 […]

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Hermès Leans Into Stores, Home and Metaverse For Growth as a Lifestyle Brand

Stretching the luxury brand into product ranges beyond their traditional areas of competence is a classic business-building strategy in the luxury market. Through the stretch, they cash in on their reputation in one sphere to extend it into another where they haven’t played before. The strategy is so foundational in luxury that J.N. Kapferer and […]

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