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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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