The Top 6 Strategies of New Luxury

As a branding agency with over 30 years specializing in the Luxury sector, we often get asked: “What does Luxury mean today?” and “How do luxury brands today differ from heritage luxury brands?”. 

What we have observed with our clients over the recent past (both start-ups and successful businesses needing rebranding) is that traditional luxury branding models are wearing thin (mostly) and are losing efficacy in today’s marketplace. Why? The luxury audience has evolved and the definition for what is considered luxury has evolved with them. No longer is the luxury consumer driven by consumption alone and this outdated buying habit has even become distasteful in the eyes the “enlightened”. 

We are in the middle of yet another economic and branding evolutionary shift: moving from an Experience Economy (where customers seek out and prefer enjoyable experiences over products) and entering a Transformational Economy (where experiences are elevated from mere enjoyment towards a preference for personal transformation). In this new economy, the consumer becomes the expert and authority - they are their own agents of change - their own brand that’s in a constant state of becoming. Luxury brands who want to maintain relevancy in this arena of transformation should consider exactly how their products and services can become vehicles for supporting their customers personal brand and enable individual and collective change. 

The continued rise and pervasiveness of brand marketing concepts like Sustainability, Flexibility, Responsibility, Transparency, Integrity and Authenticity have become the elevated standards in many industries, including Luxury. Through a wide variety of tactics and applications, New Luxury employs these “elevated” concepts to help become part of a upgraded brand landscape. Targeted and helpful programing and activations, uncovering strategic alliances and sponsorships, producing new forms of educational experiences and developing innovative product technologies are all employed as effective means in illustrating credibility with consumers today. 

Over the past few years, we have identified 6 specific strategies for Luxury business wishing to connect with an evolved consumer. Not all of these directions can be or should be adapted for every brand, but there are at least a few (for any business) that could be looked in an effort to participate in the New Luxury landscape. 

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Clutch Announces Top Creative and Design Companies in New York City for 2018

WASHINGTON, DC, March 28, 2018 – Today, B2B research, ratings, and reviews company Clutch unveiled the companies that provide the best creative and design services in New York. Clutch analysts evaluated and ranked each company based on market presence, work quality, services offered, as well as client feedback.

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The O Group Named as one of the "Global Leaders" in the Creative Agency Category

WASHINGTON, DC, December 01, 2017 – Clutch named its Global Leaders in the traditional marketing and creative agencies space. All leaders are ranked based on client reviews, market presence, and ability to deliver high-quality services, among other quantitative and qualitative criteria. Clutch’s annual report recognizes 475+ top B2B service providers across six industries.

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O Group West: The Very Best of Local Seattle

If you don’t know by now,  The O Group has an endless curiosity and appreciation for delicious culinary and cultural experiences. Today, we explore Seattle and the neighborhoods around our new office through the eyes of a local:  our CCO, Daymon Bruck.

Sit back and enjoy the ride…

 

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Clutch Features The O Group as a Top NYC Branding Agency in 2017

In an ongoing effort to identify high-performing B2B service providers throughout the globe, Clutch recently issued a report releasing their most updated research of the best agencies and developers in New York City. Clutch, a ratings and reviews platform for service providers, has profiled and evaluated thousands of companies belonging to a wide range of industries, including IT services and development, advertising and marketing, social media marketing and SEO, and most importantly, branding

Their segment devoted to branding is one of the most extensive and competitive listings on their site, with some of the country’s strongest agencies vying for the position as the top provider for buyers seeking branding services. For this reason, The O Group is incredibly proud and excited to announce that Clutch has featured us as one of the best branding agencies in New York in 2017.

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This is My Future

By Orit

30 years ago I walked away from corporate life as a group creative director to become an entrepreneur. Without looking back I rolled up my sleeves and got to work as an independent agency owner. 

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Going Back to My Future

By Daymon Bruck

Most stories we know follow the expected format of a beginning, middle and an end, correct? Well…this one strays a bit from the expected. 

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Luxury’s slowed growth forecast: How brands can come out on top

Our Strategy Director, Patrick Lorentz, shares his recommendations for luxury brands weathering harsher economic times to come in an article that has been published in industry new source, Luxury Daily.​

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Clients Featured in Instore Magazine’s List of Most Visible Jewelry Brands

We’re proud to see three of our clients featured in Instore Magazine’s list of “The 150 Most Visible Jewelry Brands In America”. Effy, Assael and Kimberly McDonald were each featured for their brand building and visibility efforts in 2015.​

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7 Luxury-Branded Rosés Under $20

Rising temperatures. Outside parties. Just the right mix of sophistication and fun. Summer is Rosé Season. Rosé is the chic, in-the-know choice for Summer 2015.​

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Clients Featured in Instore Magazine’s List of Most Visible Jewelry Brands

We’re proud to see three of our clients featured in Instore Magazine’s list of “The 150 Most Visible Jewelry Brands In America”. Effy, Assael and Kimberly McDonald were each featured for their brand building and visibility efforts in 2015.​

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