We are in a global downturn, so luxury brands are screwed, right? Well, actually it depends on what kind of luxury brand you represent. For the past five years there have been two distinct types: old luxury and new luxury. It is more than just semantics – the latest set of sales results for 2007 reveal two very different stories.
Often, exploring different competitive frames of reference will help you choose the most powerful brand benefit. Here are some questions to help you determine your brand’s optimal frame of reference:
"To keep your ads fresh, you've got to keep yourself fresh. Live in the current idiom and you will create in it." – Bill Bernbach, Advertising Legend Sponsored By: The Brand Positioning Workshop
One of the business ideologies that has gained maximum currency in the recent past is the customer-centric business operation.
