Book Review: “The 1-Page Marketing Plan” by Allan Dib

Is the Marketing plan still a relevant strategic tool for small business owners and new entrepreneurs? We market our brands in times of rapid change in technology, shifting consumer preferences, heighten expectations, impossibly short Continue Reading

Semper & Adhuc: How to Launch a Premium Watch Brand

This article is written in collaboration with Vagesha Sinha, MSc in Luxury Marketing from Emlyon Business School. As part of the Branding Inspiration series, I focus on new brands that I believe are backed by a unique strategy wrapped in a compelling story, and can make a dent in categories dominated by well-established players. My […]

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Is the Specialist Independent Distributor Becoming Obsolete?

Brands that have enjoyed long-term success know the importance of first impressions. While brand positioning and communication are extremely important, it is the distribution network that plays a key role in shaping these first experiences. Brands launched in the eCommerce era often chose this direct-to-consumer distribution channel, which allows a better control of the brand […]

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Luxury Brand Extensions: Wise Decision or Risky Strategy?

I am a fan of classic watches. The product itself is a marvel of craftsmanship, precision engineering, and design. Add heritage to the mix and you have the perfect ingredients of a luxury brand. Professionally, the watch industry offers valuable lessons in premium and luxury brand management. As a casual industry observer, the launch of […]

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5 Reasons to Build a Premium Brand

I was recently shopping for school supplies for my kids. As expected, the options were overwhelming for every item on the list. Choosing something as simple as pencils generated a lot of debate between family members; should we go for the inexpensive no-name products, or a premium STAEDTLER set that cost 3 times as much […]

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How to Build Trust in Your Brand

If I had to rank Brand Managers’ responsibilities by importance, building brand trust would be at the top. Brand trust is slow to build and easy to lose. The best Brand Managers can hope for is to position the brand in the most favourable light by consistently delivering on its promise at every interaction with […]

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How To Build and Protect Brand Equity

Building brand equity should be the number one priority of any business, big or small. Positive brand equity takes a lot of time and resources to achieve, hence the need to start from day one. Overwhelmed by daily tasks, brand owners can easily lose sight of this strategic business objective. Moreover, brand equity can be […]

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Pricing Strategies: Is Competing on (Low) Price A Sustainable Strategy?

The following statement is part of “Pricing Strategies 1 on 1”: positioning your brand as the lowest priced competitor is a risky strategy. And in most cases it is, at least in theory. The economic reality is different. With little to no meaningful differentiation between products,  operating on skinny margins is a common strategy. The […]

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Indian Luxury Education: An Eye Opener

This is a guest post by Love Ranga, Chief Strategy Officer and Author, The Ghost of Luxury September 2008 “So, what do you know about Luxury Retail?” asked the interviewer. “Sir, in Luxury Retail we sell expensive products,” replied the candidate. “And?” the interviewer persisted. “Here the customer is the ‘rich’ king,” the candidate answered with […]

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How to Use Amazon to Build Your Brand

It is a reality acknowledged by more and more marketers: a brand can no longer rely on intermediaries such as distributors, sales agents and independent retailers to convey its messages to the target audience. A strong brand communicates directly with its end users. Their feedback is invaluable to brand owners in answering questions such as […]

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