As online engagement continues to increase, brand elements like positioning and concept along with visual and verbal touch points are finally getting the attention they deserve.
Having worked in branding and design for nearly 18 years, some of the most rewarding, interesting and impactful – not to mention, award-winning – work I have done has been in rebranding existing companies, goods and services.
We’re halfway through the summer and it’s time for another installment in our Summer Fridays out-in-the-real-world blog post series.
With neither the high-end distribution nor the advertising dollars of traditional luxury offerings, brands new on the scene today are forced to innovate in order to compete.
As I was cruising down the highway, I passed the not-so-glamorous Newark Liberty Airport, and luxury came calling. Was it ironic that I was in a black, luxury crossover? Maybe.
Gone are the days of “prestige” and “social status” as indicators of desirability in luxury brands—millennials want authenticity, singularity, and social value from the brands we choose to champion.
As a luxury brand, it is easy to rest on the laurels of everything you have done right. Maybe your retail strategy is exceptional, or you’ve launched a cutting-edge experiential Website.
