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What’s in a luxury brand name (Part 2)?

What’s in a luxury brand name (Part 2)?

Strategies for creating compelling luxury brand names

Frankly there are many. Everyone has a magic wand on Google. If only it were so simple. Especially in mature or developed markets like the drinks market.

Following on from part one of our blog on creating luxury brand names which you can read here, let’s explore some of those who have done it well:

Quick stories behind some famous brand names

Cadillac: Named after the founder of Detroit; a Frenchman called Antoine de la Mothe Cadillac, the names is intended to evoke a pioneering spirit
Lufthansa: Luft is German for air. Hansa comes from the Hanseatic League a confederation […]

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What’s in a luxury brand name (Part 1)?

What’s in a luxury brand name (Part 1)?

The Bible says “A good name is more desirable than great riches; to be esteemed is better than silver or gold.” Proverbs 22

Of course, the Bible isn’t in luxury brand marketing. (Understands the power of stories though) .But it makes a wise point: trust, reputation and integrity helps when conveying the essence of character or narrative. Or in creating a luxury brand name.

Art, science, rules, no rules, intuition, gut feel, personal back story – you name it.

Inspiration is endless when it comes to perfectly and succinctly embodying the spirit of a newly created product that you want the world to […]

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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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