YOU CAN'T PUT GOOD STRATEGY ON TOP OF BAD EXECUTION AND EXPECT THE STRATEGY TO WORK - SUN TSU
Brand Amplify Proficient in Luxury Execution Excellence
INSIGHTS
Extracts from a pending booking on
Principles of Luxury Marketing
Knowing the difference between Information and Insights is a skill that takes marketeers years to refine but knowing how to apply that insight in an actionable way can't be achieved without deep consumer understanding. In the world of luxury, consumer insights and understanding is highly elusive.
CONSUMERS
Consumer's, the raison ďêtre brand marketing exists.
Consumers are defined by a mindset, not demographic. In a world where everyone is trying to be different and individualistic, creating a simplified and relevant consumer model will alleviate many brand challenges. Embed consumer thinking throughout the business will deliver and X-fold increase in brand performance.
CONSUMER SEGMENTATION
Endless Possibilities
Luxury Brand categories or sectors will influence the type of consumer modelling adopted. Examples; needstate models, brand archetypes, EBM etc.
Creating the right model and its simplified robustness is an art on its own but its true power is reviled in its effective implementation.
CONSUMER EXPERIENCE
The Consumer Experience
Brand experiences is a pillar of luxury, therefore ensuring execution excellence will require absolute control of all aspects of the execution. As brands push the experience limits with differentiation or disruption there needs to be constant calibration to be authentic and aligned with the brand essence.
DISTINCTIVE BRAND ASSETS
Neuroscience or common sense?
The hardwiring into the consumer psyche and a short-circuit to the brain of the consumer, this is the utopias world of great brand marketing and building brands of distinction. Brand assets extend beyond a logo on every brand item. The luxury use of a DBA should be highly considered with every execution.
Luxury is Con-Si-D-E-Red
TLA's and many other Acronyms available
An acronym with no home at present in the toolbox but highly relevant for Luxury is 'Considered'
Con - the Consumer should be at the forefront of all thinking
Si . Satisfied Insights & needs
D - the infinite Detail of luxury brand
E - Experiences & Interactions
Red - keep Redefining convention
PROVOCATION - STIMULATING DEBATE
SMIRNOFF ICE
A challenger brand to beer?
Having worked at Diageo for almost 14 years and been fortunate enough to have worked on some exciting projects, I had always thought about the Smirnoff Ice project and if this product concept could have been a long-term, credible and sustainable beer alternative.........
LUXURY CONSUMER FORGIVENESS
Are they more brand forgiving?
Consumers forgive brands for marketing blunders that they have the highest affinity with, and luxury brands have a deeper, more meaningful relations with their consumers, versus mainstream or low involvement brands.
This provocation - coming soon