What is it that makes those Vuitton heels so much better than your average department store pair? The leather? Of course. Hand-stitched soles? Definitely. But there is something else about those heels that makes them rise above the mid-market brands – and that something is perception. Slip those suckers on, and instantly, I feel pretty. A pair of shoes just changed my state of mind.
How is that possible? It’s possible because an emotional response like that is exactly what luxury brands want, and it’s how they differentiate, not just in that moment, but over the course of many years. Luxury brands sell us on that differentiation through a consistent, careful, unwavering commitment to brand messaging. And, it’s the emotional connection they create that positions luxury brands for less of a hit during economic frailty and a quick recovery thereafter. Read more
The producers of TLC’s “Extreme Couponing” might just be on to something. A recent study from lucid marketing found incentives go a long way in motivating moms to refer a brand or website to their friends and families. Read more
In another sign of the digital times, a recent survey* finds Americans spend 14 percent of their total video-viewing time online – averaging 42 minutes per day. Read more
In-person editor meetings and press events have always been an integral tool for introducing media to our clients’ new products and campaigns; however, shrinking editorial staffs, busier schedules and tighter program budgets challenge us as marketers to consider new and more efficient ways of presenting information to the media. Read more