Category: Marketing
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Gap has an extra special treat NYFW for its loyalty members
So many brands have loyalty program. The purchases you make become points that you can redeem towards dollars off your order, products, or perhaps trinkets. But what if you could turn the points you earned buying clothes into an experience? It seems this New York Fashion Week, Gap Brand is making your points go further…
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My dilemma
Over the past week, I have been diving into the work of Daniel Langer. This is my key takeaway: You have to know your customer, because it’s all about how you make them feel. Even as someone who is not working in luxury currently, that’s a tidbit that I can take on. As I’m crafting…
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Service or experience
There is something that we get wrong when think about creating excellent customer experiences. It’s that we think it’s the same thing as service. Daniel Langer has this to say, reflecting on the state of luxury today: This is where many brands confuse service with experience. Service is about performing tasks well. Experience is about…
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Good customer service, but…
“If you go, make sure Clara’s working. If not, I can’t guarantee it will be good.” So many of us have a version of this. We have a place we love going to, but only if a certain employee is there to manage the experience. Be it the barista who knows how to the make…
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That’s not your story
Every luxury brand has excellent craftsmanship. That can’t be your brand story. Or something to that extent is what Daniel Langer revealed through his Equite report on the state of luxury now. When I previously outlined what makes something luxury, quality and craftsmanship were key characteristics. Ergo, everybody has it. That doesn’t make you special.…
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The benefits of imperfection, for diamonds
Your lab grown diamond, it’s brilliant, beautiful, perfect. But is that really what you want? Wouldn’t you prefer a jewel that is one of a kind, with beauty only magnified by its flaws? Well, that’s what those selling natural diamonds would want you to think. For years, the diamond industry focused on markers of perfection.…
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What do walking shoes have to do with marketing?
A few years ago, I developed a walking habit. I went for a 5 mile walk, rain or shine. And on those walks, I wore my running shoes. Because why not? But mostly because I didn’t really think there were other options. Today, I came across an article on WWD, “Why Is Everyone Still Walking…
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Favored brands
There was a time in my life where I went about collecting quotes almost literally. In tiny handwriting, I covered a sheet of cardstock with as many as called to me. But there was one that I wrote out with a thick-tipped marker, filling the page: Fortune favors the brave. It was something that I…
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The big misunderstanding about Sakara
During my trial of Sakara, I told myself that in order to do this “diet” right for the program, I should eat vegan on the other days. I continued to do research to figure out what the founders do. But in a podcast, Whitney Tingle spoke about eating burgers on the weekend. When asked about…
A Wren Says 