Latest Thinking - Markus Kramer
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Latest Thinking

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...

Up and Onwards to a Year of Greatness! Take a look past the operational implications of taking your brand digital, social and mobile. Beyond the aspects of continuing to build Omni channel mechanics, organizational alignment and marketing effectiveness. We are all fully into...

Note: first written for and published in Brand Quarterly Global Edition Jul 15How come a 6-year old company offering on-demand car service (if you haven’t heard of them, they go by the name of Uber) can be worth $40 billion? And why...

The great Greek philosophers put the meaning of life over everything else - from which all doing would draw value and utility. For businesses, value and meaning were once simple concepts, contained in the practical aspects of a product. A formula where...

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...

Hold your breath: Marketing is approaching its end of days – and fast. So at least predict a many contemporary thinkers. But is it - really? The discipline is in transformation – always has been and will forever be - but a...

Everyone talks about Purpose these days. Why so and what do we mean by it? Dr Steve Peters* offers a great summary “Without a sense of purpose, the Human lacks direction and meaning of life”. Although this is against the context of...

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...

Hundreds, thousands or even millions of valuable ‘customer relationships’ all neatly organised and stored in a single centric customer database, just sitting there to be tapped into and used for the benefit of squeezing more money out of customers – and of...

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...