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History, Hallmarks and Habits of Luxury Brands: the iconic markings of great luxury brands

By in Branding, Customer Experience, Customer Personas, Guest Posts & Interviews, Marketing, Messaging, Stories | 0 comments

Since time immemorial, our attitude to gold and silver has been inexplicable.   Of the 118 elements in the periodic table, both metals are chemically boring and have few special qualities. And yet… for the last 5,000 years they’re the ones we’ve tended to use for personal adornment and currency. Why? They’re valuable.   They’re also storied, scarce and special – like every luxury brand. Part of a series on Luxury Branding, this article explains the hallmarks of a traditional luxury brand and how the myth of luxury has evolved.     Since ancient times, gold and silver have been connected with money. Both ‘noble’ metals, their malleable nature and rarity made them the perfect choice for currency, but purity proved problematic. Without set standards, unscrupulous silversmiths debased the currency by melting down coins, reducing the silver content, increasing the...

The Taylah Swift Method of Brand Domination

By in Brand Tone of Voice, Branding, Business, Content Marketing, Copywriting, Customer Personas, Guest Posts & Interviews, Marketing, Messaging, Stories | 0 comments

She’s a branding superstar … dressed as a popstar.   Why? Well it’s hard not to notice the impossibly perfect red lipstick. Then comes the obvious talent and fashionista looks.   But it’s the loyal relationship she’s built with her fans, that makes her a brilliant businesswoman.     Yes, we’re talking Taylor Swift. And it’s all true. Her bigheartedness and obsession with surprising her fans – the Swifties – is in large part responsible for her swift (pardon the pun) path to world domination. At just 25 years old, she helms a brand more profitable than most companies: she earned $64 million in 2014 – with her album, 1989, selling 1.287 million copies in its first week and bringing in more than $7 million in sales and counting. Any business would be envious of those numbers, and there’s more. A single post on Instagram clocked 670,000 likes in under seven hours, and...