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Where Luxury Brands Can Find Advertising White Space

Brands today face an increasingly crowded media marketplace to get their messages seen and heard.  Compounding the problem are the dramatically shifting media consumption habits of consumer who are increasingly being drawn to smaller screens on mobile devices. Luxury brands with a far smaller target market of consumers who can actually buy the brands advertised […]

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Calling all Luxury Brands: Innovate or Die!

In the recent luxury insiders’ study, entitled State of Luxury 2017 conducted by Unity Marketing and luxury business publication Luxury Daily, one of the critical calls to action for the luxury industry was an urgent need to innovate.  This industry executive shared: While the industry suffers no lack of creative talent to tackle the innovation […]

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Luxury Marketing’s Higher Calling – from the 4Ps to the 4Es

In 2013, the American Marketing Association changed the definition of marketing.  It went from the old 4Ps definition which most of us practicing marketers were drilled in: Product, Price, Promotion, Placement, to a new one based upon the idea of value: Judging from the sorry state of business today – the closing of 100 Macy’s […]

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New Luxury, Old Luxury; Real Luxury, Faux Luxury — What’s a Brand to Do?

The latest news cycle has revealed chasms growing in the land of luxury: In late July, LVMH, home of storied Louis Vuitton brand, reported that first half 2016 sales of its flagship fashion and leather luxury goods segment dropped .8% from same period last year. Then, on the cusp of NY Fashion Week, Tim Gunn […]

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How to Make Word-of-Mouth Work for Small Businesses

On August 15-18 the 47th anniversary of Woodstock will be celebrated, a watershed moment for we Baby Boomers in the 60s, when nearly half-a-million young people gathered on a farm in upstate New York for a festival of ‘Peace and Music.’ Woodstock was also notable as one of the early examples of word-of-mouth marketing’s power, […]