Luxury Marketing: The Difference Between Fashion and Luxury Brands

The launch of Apple's 18-Karat Rose Gold edition of the Watch, with the price tag of $USD 12,000, and supported by a stylish 12-page spread in Vogue magazine has signaled to many the company's expansion into the luxury segment. The Continue Reading

How Important Should Social Media Be In Marketing Your New Business?

On March 20, 2015, Elon Musk, the visionary CEO of Tesla, put out this tweet: “Major new Tesla product line — not a car — will be unveiled at our Hawthorne Design Studio on Thurs 8 pm, April 30” Within 10 minutes of posting, Tesla shares jumped 4%, adding close to $US 1 billion to its […]

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Book Review: “The Management of Luxury”

Luxury branding is the favorite topic among the readers of this blog. My previous articles on how to manage luxury brands received the most number of shares and some passionate comments and opinions. Luxury brand management doesn’t receive the coverage it deserves, given the positive dynamics within the segment. According to Bain & Company, the number of […]

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Fifty Shades of Branding

This is a guest post by Melissa Kelly*. From building brand authority to dominating the market, what does it take to manage your brand in a changing digital world? In this work-appropriate slide show, you’ll discover statistics on brand management and best practices for helping your brand evolve today. Fifty Shades of Branding from WebDAM […]

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Better or Different? An Introduction to Horizontal Brand Differentiation

When it comes to brand differentiation the options can be narrowed down to three: the “better”, “different”, or “cheaper” strategy. In a previous post we discussed the “better” strategy a brand can pursue through vertical differentiation. A brand can differentiate vertically by positioning itself on the quality ladder, and supporting that claim through price and […]

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Understanding Vertical Brand Differentiation Strategy

In today’s fiercely competitive and noisy environment, the need for strategic brand differentiation is acute. At the macro level, a brand can be differentiated vertically, horizontally, or pursue the cost strategy. This article explores the vertical differentiation strategies. Horizontal differentiation and the cost strategy will be addressed in future blog posts. What is Vertical Differentiation […]

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Book Review: Hooked: How to Build Habit-Forming Products by Nir Eyal

The first thing I do every morning is rush to my phone and check my emails. Every evening I promise myself to follow a different morning routine: drink my cup of coffee, relax my mind and plan the day ahead. And yet when the next morning comes, I am back to the same old habit. If you […]

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Low Budget Marketing: How to Successfully Compete and Win

This is a guest post by Julian Padurariu*.  Low budget marketing is one of the most popular topics during marketing conferences and training camps I frequently attend. As a marketing practitioner, I have been confronted with this exact challenge starting with the first serious projects I was involved in as a Marketing Manager or consultant during the […]

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The 8 Crucial Laws of Rebranding [Infographic]

This is a guest post by Michael Yunat*. A brand is much more than a name. It creates an identity that consumers can associate feelings with and give attributes to. A brand can include anything from a choice of font in a logo to a flagship product to even a signature sound. Many companies that have […]

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Pricing Strategy: How To Find the Optimal Price for Your Product or Service

If you’ve ever been involved in setting up the pricing strategy for a product or service you know how challenging the task can be. Charging too little might have a disastrous impact on profitability, while charging too much might leave you with no customers. The classic demand curve shows that a lower price results in more […]

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