Luxury Archive - Markus Kramer
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What can we learn from the value systems underpinning the world of glitz and glamour? How do luxury brands create aspiration and desire - and how can we apply these branding principles to our own propositions?...

Today marks a historic moment in Aston Martins forward history: James Bond’s favorite car brand is selling about 25% of its shares. Time to pause and reflect....

Analyzing brand strategy is sometimes confused with analyzing the company. Over the past year, I had the pleasure of engaging with arguably the world’s most iconic manufacturer of sports cars: Ferrari! It is, I believe, worthwhile contemplating some of the core branding...

What is luxury really and what can we learn from it? A look behind the glitz and glamour for meeting and events organizers with lots of practical tips and tricks on how to create better engagements....

What is luxury really and what can we learn from it? A look behind the glitz and glamour for the International Superyacht Society with declined implicaitons for marketing and sales in particular....

“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...

Speaking to inspired young professionals about what we all can learn from fascinationg world of dreams and aspirations. And how to apply some of the inherent luxury principles in everyones' own life for ture succes....

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...

Speaking to finance directors about what finance can learn from luxury, what the underlying, shared and transferable principles are and how correct 'translation' can yield better returns for any business....

Speaking to senior marketers aboard a fantastic cruise ship about what we can learn from luxury. How does luxury create value and what are the underlying principles that trancend industry boundaries?...

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...

Engaging with senior marketers on a debate on how brands can build stronger communities, create better loyalty with customers and how to create value over time....

'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...