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August 2022 - Branding Strategy Insider

Building Luxury Brands With Abundant Rarity

Recently, a commentator for Financial Times wrote that “luxury is scarcity.” The reporter referred to issues concerning the German wine industry and the German car industry. Apparently, German wines no longer have a cachet. One of the reasons is the expansion of its varietals. Quantity over quality. As for the German automotive manufacturers, Mercedes is excising its entry-level brands to focus on its more expensive, more luxurious models, in other words, fewer luxury vehicles. On...

One Simple Test For Effective Advertising

John Wanamaker, a successful retailer and merchant, is reputed to have said that “half of my advertising is wasted, I just don’t know which half.” Such sentiments have oft been repeated in the years since Wanamaker’s death. There is no doubt that advertising, with its strong focus on creativity and the use of ever evolving media technology, remains a bit of a mystery. Yet the things that make advertising effective are well known. They have...

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