Category: Marketing
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You have to listen
I’m in the middle of an episode of Process The Podcast, “How Merit Built a Cult Following Before it Had a Name with Aila Morin.” Morin said something that I would have snapped to, if I weren’t driving. Marketing is listening. I say it again and again. Marketing is not just figuring out how many…
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This was supposed to be a makeup charm
It’s a golden beetle. Or really, it’s a decorative ring that adheres to a Carolina Herrera beauty product. There on your pressed powder, it sits making the product look even more beautiful on your counter. It’s just one of the ways that the brand treats their product design like jewelry. And there on the site,…
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Just a bag you say?
“It’s just a bag. I really don’t see what makes this one so special when I can get one for cheaper.” Oh, my sweet summer child, it’s never just a bag. It’s all about value. And to be clear, I’m not even talking about money today, though there is a time and place to discuss…
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Get specific
“We’re not targeting Gen Z. We’re focused on 18-24 year olds” I was listening the president of Victoria’s Secret Pink talk about their strategy for growth. Gen Z as a swath is too broad. That includes 30 year olds. They narrowed their focus even tighter. And by focusing they can get specific in their branding…
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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.…
A Wren Says 