The combined value of the various luxury goods markets in 2014 was an estimated 865 billion euros, with luxury cars, personal luxury goods and luxury hospitality taking the top three places, with values of 351 billion, 223 billion and 150 billion respectively. [1] In order to understand the branding strategies developed and utilized by […]
Fourth quarter commercialism looms large. Sparkly red and green Christmas displays are simultaneously mounted as spooky orange and black Halloween decorations come down. From Ireland to Illinois, consumers react in unpredictable ways to brand seasonal messages that creep in earlier and earlier every year. For retailers, that response can mean boom or bust for critical […]
Why Co-branding? Co-branding is defined as a partnership between brands. It typically works best when Brand A partners with Brand B, each with a different set of customers and brand associations of their own. As in the expression, “the whole is bigger than the parts,” co-branding can add value when synergy exists between the brands; […]
“80% of your company’s future revenue will come from just 20% of your existing customers” according to Gartner Group.[1] This means that brands need to devote more attention to building a loyal customer base, and in order to do this successfully they must inspire trust. Given the number of recent scandals relating to […]
Colour is incredible! From rainbows to coral reefs and from bluejays to goldfish, throughout the natural world, the phenomenon that we call colour is a vital source of stimulation and communication. When translated to the human sphere, its enormous power adds huge impact to communications, opinions, recall and emotional connections. In fact when used […]
The top 200 U.S advertisers spent $137.8 billion on campaigns in 2014, an all-time high. Although this advertising expenditure sometimes translated into major returns on investment, there were other cases where a well-intentioned campaign turned into public relations nightmare at worst, and made consumers raise their eyebrows dubiously at best. Below, we’ll take a […]
82% of all high level corporate executives in the US stated that their customers had higher expectations of their companies than just three years before, 60% of executives found it difficult to please their customers, and 42% stated that consumers are using social media to shame their company into meeting increased customer demands, according to […]
At the early Olympics, every four years triumphant athletes were lauded by having sponsorships called out (family name and native town), odes written and likenesses commissioned. These ancient versions of mass media frenzy were designed to create buzz and sing the virtues of the victorious. Today, major sporting events continue to represent big opportunities for […]
Millennials, the newest generation of influential consumers (also known as Generation Y or Gen Y), spend more than $600 billion dollars annually with spending power expected to reach $1.4 trillion by 2020, (or 30% of US sales) according to Accenture 2013 research. While these statistics might sound like ‘gold bullion’ for many brands, in […]
The Romans said, “Veni, vidi, vici,” meaning “to come”, “to see”, and “to conquer”. Two millenia later we say, “Video, video, video” in conquering digital marketing frontiers. Your brand’s one, three and five year brand strategy plans should reflect the fact that video content is an increasingly a powerful, indeed essential tool for both small […]
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Contact: Lorraine Carter
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