Arguably, both luxury and premium are two of the most overused words in the marketing landscape. When you can have luxury and premium cars and watches, right down to luxury and premium biscuits, the words cease to have quite the impact that aspirational marketers might hope—and may mean even less to consumers.
Purchase value impacted the speed of action and advertisers should build understanding of this anticipated delay into their campaigns. Big-ticket items tend to be researched and discussed with ‘significant others’, and purchased later.
According to recent statistics from eMarketer, mobile has rapidly changed the way we research and book our holidays.
Most people recognise that a playful approach heightens creativity. But they may be less aware of the powerful emotional connection play can create between an experience and a brand.
From videos, tweets and infographics—consumers’ appetite for easily digestible and sharable content is only growing.
A good brand, when built to last, is, as my more polished competitors would say, ‘media agnostic’. It will work anywhere it’s needed to engage the desired audience.
How much we spend on life’s little luxuries has defined brand extensions in recent years, and nowhere is this more true than occasion or treat products, including Easter eggs.
Yes, the Apple Watch is inevitably challenging the way we use technology, but I just can’t swallow that as challenger behavior at a brand level.