Black Friday Sales – 8 Urgent Lessons For Brands and Retailers

Black Friday and Cyber Monday 2015 have come and gone. If they are cited as two distinct days, de facto, they have almost merged to become at least a long weekend, if not a week-long bonanza. Presumably each brand who participated will now be going over the results with a fine tooth comb. All those with heavy online selling are…

How to Make Great Email Campaigns for a Luxury Brand?

If the email is the stalwart workhorse of digital marketing, it can be a tricky channel for a luxury brand. How to make great email campaigns that are effective, valuable and desirable in a luxurious manner? I am on the email list of a host of 'luxury' brands, including such brands as Harrods, Hermes, Chanel, Louis Vuitton, Fendi,…

How to avoid the pitfalls of a diluted brand strategy in a conglomerate

Driving your brand's point of difference When you work for a large organization with many sub-brands, where people tend to cycle through brands as part of career advancement, it's a fact that brand differentiation becomes hard to maintain. As a result, an evermore connected, knowledgeable and demanding customer, will become less duped and seek out different solutions outside…