Luxury Archive - Markus Kramer
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“Some people think luxury is the opposite of poverty. It is not. It is the opposite of vulgarity.” - Coco Chanel In an ever more connected world it is evident that we are succeeding in boosting the quantity and speed of connections. However, it...

Conventional marketers are measuring the right things with the wrong measurement instruments. The severe addiction of judging performance by traffic, ratings, online engagement percentages, followers and conversion rates is becoming almost preposterous. The management consultant and one of the greatest statisticians of...

Looking at the fleeting pace of 21st century business models, luxury represents a stark contrast. Timeless, enduring, always striving for penultimate quality, sophistication and  differentiation at the cost of being polarizing. The principles that underpin the very notion of luxury have a...

When exploring what drives change (not just for luxury customers), it is often helpful to adopt an outside perspective. What provides the strategic canvas when looking at broader shifts on how customer, brands and their propositions evolve? One such approach is to...

Based on concepts as old as humanity itself, luxury represents the discipline of branding in its finest essence and stands true at the pinnacle of differentiation. It is the antidote of commoditization. The intangibles within luxury are powerful drivers of growth, generating...

'Get our credit card and we’ll give you free ‘Concierge’ service; sign up for our premium bank account and we’ll help you arrange your life beautifully, buy a VERTU and concierge comes for free … and if you’re in the US, buy...

What makes for good leadership?There are as many books as there are opinions on this topic. One way to look at this question is to look at industries and areas that are doing something right. So why look at Luxury as...

So you have a territory of differentiation. But more often than not, you won’t be alone. In fact chances are that your segment is heavily commoditized – unless you are a luxury brand, of course. Why should this be of interest?Let me...

Surprisingly perhaps, marketing is a relatively nascent discipline in luxury companies. While the value of ‘brand’ is highly recognised, of course, the level of marketing sophistication behind the scenes has not been high on the agenda of executives until recently. Hermes, for...