Category: Marketing
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I prefer to save Christmas for Christmas
It’s happening again, Christmas is trying to slyly sneak up. I am writing this on September 20. It is not even officially fall in the United States. And yet there is already peppermint mocha creamer in the store with snowflake adorned bottles. The freezer is full of Santa themed ice cream flavors. And when I…
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I finally tried the Oleato drinks at Starbucks, but this is more than just a review.
I finally tried the Oleato drinks at Starbucks. They were available at the Starbucks in Manchester, CT. I hadn’t seen them anywhere else, not even at the Reserve I went to in New York. The barista said they had the drinks since June. Upon the barista’s recommendation, I tried the Iced Shaken Espresso. Here are…
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What really makes a brand a luxury brand? You
Three authors, Ko, Costellow, and Taylor embarked on a research journey. Their goal was to nail down once and for all a definition of a luxury brand. Afterall, it gets pretty tricky to do research on thing that has no clear meaning. So off they went. I previously posted on the five key criteria they…
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The genius of that 2 Chainz and Jägermeister video
Do you remember 2 Chainz? Okay, do you remember this little video he did when he visited the Jägermeister facilities? I’m not going to lie, when I first watched it when it first came out, I chuckled. The juxtaposition of the man who wrote the line, “She got a big booty so I call her…
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What is the deal with prestige pricing?
I found an article which by research terms is very old, being from 2003, but stay with me. The authors, Kumcu and McClure, are going at the idea prestige goods, or luxury goods as I will call them, are often talked about by professionals as having a backward demand curve. In other words, people explain…
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What does quality mean anyway?
Luxury products are of the highest quality. Well, people assume luxury products are of the highest quality. Perceived product quality gets at how people would rank the quality of the product. It is more about what people think than what a company believes to be true. There are seven dimensions of perceived product quality that…
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What does it even mean to be authentic as a brand?
I am working through the qualities that make a luxury product “luxury.” The first is authenticity. But what does that even mean? When thinking about luxury products, that words gets used when thinking about counterfeits. It is a similar concept here. People don’t want your brand to be fake, in a sense. There are multiple…
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What makes a brand “luxury”?: Here’s a definition
On this site, I write quite a bit about luxury items and the luxury industry more generally. But I had moment when I asked myself, “So, what exactly makes it luxury?” Luckily much more determined people than I embarked on developing a definition. A team of researchers –Ko, Costellow, and Taylor—embarked on a journey to…
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Don’t pick causes just because
You know, I’ve seen some commercials that tell you how powerful women are and how they can do anything? And sometimes I wonder something like, “So what does this have to do with chocolate?” It feels like the company wants to jump on the women’s empowerment bandwagon, but it also feels forced and out of…
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There’s more to rap’s obsession with luxury products
Years ago, luxury brands recoiled when rappers mentioned their products in their songs. In particular Cristal had a distaste for it when Jay Z. Times are different now with brands like Tiffany & Co using the rapper and his wife Beyonce has key models for their campaigns. You could look into the past and assign…
A Wren Says 