Daniel Langer

A great brand story can captivate consumers, ignite a strong emotional reaction, and foster loyalty and advocacy. What is your brand story?

Rather than focusing on price points and status, luxury brand managers should think of luxury as the ability to create extreme value for clients.

Tesla’s recent discounting initiative is unwise. Such short-term gains always come at a price. And the price, in most cases, is the brand.

As we enter a new phase of uncertainty and volatility, getting back to the basics will be key to strengthening the equity of your brand in 2023.

Where there is no story, there is no extreme value, as the story can carry 99% or more of the total perceived value in luxury.

Half of the existing luxury brands today likely won’t survive by 2030. They must deliver a best-in-class performance or risk becoming obsolete to Gen Z.

When metaverse projects are done wrong, clients (current and potential) will shake their heads in disbelief, move on, and let the value of the initiative collapse.

Gucci’s move into crypto shows that it pays to constantly push the envelope and play to win. What can other brands learn from the brand’s bold strategy?

The metaverse offers luxury brands exciting opportunities. It’s critical, however, to be extremely strategic and play to win, especially with NFTs.

Gen Zers value nothing more in brands than clear values. Hence, brand storytelling has become more critical than ever before.

With the moment of truth moving from the physical to the digital space, digital mastery is simply not optional anymore. It is the only way to grow in the metaverse.

Brand storytelling is one of the most challenging tasks for any brand today. So how does Gucci nail it time and time again?

The metaverse is screentime on steroids, and luxury brands will soon have to engage with customers there. But how?

To appeal to Gen Z, established brands should never try at all costs to act as if they are young. On the contrary, because of their easy access to vast troves of data, Gen Zers value authenticity.

Does the latest government crackdown in China prove that the country’s luxury bubble is about to burst? Not so fast.

Over the last five years, most luxury growth was generated by Mainland China or Chinese tourists, and the market is only becoming more crucial.

It is rare for a brand to discontinue its most iconic item. But Patek Philippe did just that with its Nautilus 5711 – and it was a smart move.

The pandemic has forced all brands to question everything, and luxury brands, now more than ever, must think holistically about the luxury experience.

The pandemic has forced all brands to question everything, and luxury brands, now more than ever, must think holistically about the luxury experience.

Companies greatly underestimate the damage that promoting a luxury brand can cause, with many brands assuming that the only way to survive in the short term, is to lower prices.

Many luxury brands have struggled to fill their stores due to poor service. But this issue isn’t just unprofitable; it also destroys brand equity.

Despite cultivating growth in the Mainland China region, Burberry’s sales in the EMEIA region were down 75%. The main culprit? Large discounts.

Most luxury brands have lost a staggering amount of earnings during this crisis, but a lot of these drastic results could've been avoided with brand audits.

If a consumer bought a luxury handbag for $5,000 before the crisis, but it’s now available for 25% less, brand damage will be significant. Brands risk alienating their most loyal consumers in the hopes of attracting ad-hoc, one-time customers.

Luxury brands that struggled before the outbreak will continue to lose momentum in China if they don’t transform their digital capabilities.

Almost all high-priced products get called "luxury" these days, but prices don't define which brands get considered luxury brands. Only extreme value can do that.

Luxury consumers will only get more demanding in the future, and the key to attracting a new generation of buyers will be greater personalisation.

So you think the luxury market is challenging now? Just wait until the year 2030 when Gen Zers become the largest spending group in the world.

Relevant for all luxury brands, including in the fashion, food and beverage, lifestyle, and service categories, these trends are changing the way the game must be played to stay relevant.

People subconsciously ascribe enhanced attractiveness to luxury, and that expected attractiveness drives the value of luxury products significantly.

Very few brands tell their story right, and even fewer are excellent in providing a “branded experience” along all touchpoints of the customer journey.

Despite the strong growth rate of the luxury market in China, most brands still fail to address Chinese Millennials appropriately.

Here’s what does.