Considering a luxury brand strategy? Begin with the fundamentals. Luxury brands don’t start with prestige and premium – they begin with a founder who inevitably comes from the middle of society rather than the top. Madam Chanel was an orphan, Guccio Gucci a merchant’s son from Florence – founders are artisans not aristocrats.
The single most important piece of brand theory of the past quarter century was published in the California Management Review in 2000.
When the concept of near field communication payment, or NFC mobile payment platforms, as they are known, became popular at the start of the decade, there was a rush from several suppliers to claim the lead.
A few years ago, I was working as a consultant for a luxury brand.
