Local lockdowns, and post holiday quarantines.
We’re not seeing so many people.
Communication with some has increasingly become a stream of images with fewer and fewer words in between.
So, a good time and reason for a picture essay on luxury brand craftsmanship:
Italy | The making of Murano glass
For a world in which we are all coming to terms with the fact that our assumptions and expectations in life might be changing, that growth and consumption might not go on for ever, that hard work might not pay off and that we might not have more than our parents.
Luxury should tap into the innate desire we all have to believe in something real.
For craftspeople, the real enemy is homogenisation. When everything is like everything else there is no space for difference and no space for beauty.
Let’s leave the final word to McKinsey:
“Right now, marketers must communicate a strong sense of their brands’ purpose—a cause that the brand stands up for, or an area where the brand aims to make a real difference.
Brands can do this through the projects they choose to be involved in, the partners they choose to work with, the way they treat their employees, and the messages they send to customers.”
Anew – we understand luxury
Whether it’s insight from research, strategic brand thinking, a new brand name and logo design, messaging, online and offline content or website development, we deliver what makes iconic brands more valued.
You can read more about us here
And if you’d like to discuss a potential project, do get in touch