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
An extract from the book, The Art & Science of Luxury Marketing
Knowing the difference between Information and Insights is a skill that takes marketers years to refine. Effectively applying that Insight can only be achieved with a deep understanding of consumers. Unlocking the art & science behind enduring luxury brands begins with reading the book. Orders open May 2026 @ www.craigdore.com
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 revealed in its effective implementation.
CONSUMER EXPERIENCE
The Consumer Experience
Brand experience is a pillar of luxury, ensuring execution excellence requires 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 consumer brain: this is the utopian world of great brand marketing and building brands of distinction. Brand assets extend beyond a logo on every brand item. The luxury of using a DBA should be carefully considered with every execution.
Luxury is Con-Si-D-E-Red
TLA's and many other Acronyms available
An acronym used within the Luxury Tool box: 'Considered.'
Con - the Consumer should be at the forefront of all thinking
Si . Satisfied Insights & needs
D - the infinite Detail of a 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 work on some exciting projects, I had always thought about the Smirnoff Ice project and whether 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 they have the highest affinity for, and luxury brands have a deeper, more meaningful relationship with their consumers than mainstream or low-involvement brands.
This provocation - coming soon