LUXURY BRANDS STRATEGY

Consumers of luxury brands are evolving. They want interactivity, value for money, consistency and excellence across the different points of interactions with their brands

The guidline to market your premium brand are:

Think long-term :keep the brand dynamic. Reach out to new customers or form new strategic alliances

Re-evaluate your audience. Are you targeting the right customer? Maybe it's time to take out some mass media in favor of other high-impact marketing communications vehicles

Leverage assets. Keeping your brand front and center during difficult times will ultimately increase market share-Brands that react most aggressively during economic slowdowns gain more share.

Offer real value. Reinforce your brand's value proposition with meaningful intangibles, like superior customer service. Use the Web to provide added-value--information, tools and an extended brand experience. Ferret out great media deals and lock them in long-term. When the economy comes back, your competitors will be paying top dollar.

Look at hidden opportunities. Broaden your franchise and expand into new segments with Class Gone Mass and Mass Gone Class products. Mining your existing database is very cost-effective. Take a leadership role in the industry. Get on the lecture circuit.

Learn, adapt, plan and Stand by your brand