Luxury has always been built on discipline. Scarcity, heritage, and control transform objects and experiences into symbols of status. Social media, by contrast, is designed for ubiquity. It rewards repetition, frequency, and immediacy. The question for luxury leaders is not whether to participate, but how to participate without losing what makes them distinct.
Exclusivity has always been the currency of luxury. Scarcity, discretion, and control are what transform an object into a symbol of status. From the earliest maisons to today’s most ambitious startups, prestige has been built on what is withheld as much as what is revealed.
As a CMO or Marketing Director, you’ll know that companies tend to get more complicated as they grow. You may have inherited a chaotic brand portfolio, one that has grown arms and legs from multiple acquisitions, innovations, or the isolated actions of siloed business units. There may still be legacy names in use and parts of the business that have never been fully integrated. Now it’s your job to bring clarity, drive growth, and make...
Starbucks has just re-learned what business it’s actually in.
Harley-Davidson is in trouble again. The iconic American brand faces another C-suite crisis as it is losing another CEO. And, this will likely mean another strategy. Harley-Davidson has cycled through at least two in the past 10 years. Two CEOs ago, the strategy was affordable, smaller bikes that would appeal to a younger generation. The now former CEO changed that strategy. The Harley-Davidson strategy changed to more expensive, large bikes to appeal to the 1960’s...
