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13 Golden Rules for luxury brands to win in 2019

13 Golden Rules for luxury brands to win in 2019

If we want things to stay as they are, things will have to change.

Wit, humour and elegance used to characterise luxury brand communications. Have we reached a time when brands re-discover these qualities, having got bored with the usual luxury narrative and tone?

There was a time when luxury brand marketing offered more than a pack shot, or a site with a film depicting soft focus vineyards, a designer at the jewellery bench with gnarled hands, and a blog scattered with SEO golden nuggets.

The new discerning luxury customer – according to Deloitte, Millennials and Generation Z are predicted to represent more […]

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Distil what you stand for

Distil what you stand for

Innovation in the non-alcoholic sector and the rise and rise of craft gin are the big themes in this year’s Imbibe Live

The annual Olympia drinks exhibition – Imbibe Live – is always a great friendly place to catch up with old friends from the trade and see what’s happening in the world of drinks marketing and branding.
Yesterday was busy which is always a good sign. The on-trade seems in rude health.

And this was before lunch.

There’s much creativity going into new products – we liked the innovation in the non-alcoholic and mixers sector.

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Luxury – let me tell you a ‘post truth’ story

Luxury – let me tell you a ‘post truth’ story

A narrative will still romance millennials – just tell it sincerely, truthfully with emotional power and humanity. The old way won’t do.

 

Post truth. What and who can you believe? In consumer goods what’s real, what’s click-bait, what’s an SEO strategy showing, what’s for time-poor UHNW’s who just want the usual luxury brand platitudes, what’s marketing puff, what is their purpose, real or bolt-on? Purpose. The new marketing mantra.
And yet, and yet…in luxury, a good honest meaningful story still works. Consumers – even the cynical millennials still respond to them. Gucci and Louis Vuitton are millennials’ favourite brands, according to […]

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