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Strategy

What are today’s most interesting trends?
How do you reconcile targets and resources?
What should you know before you create a marketing plan?

Branding across cultures: how to make it work (a true story)

As we get used to global brands, we tend to overlook the challenges of bringing a brand to a different culture from its own. Here are some pitfalls and solutions.

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How relevant is your brand’s nationality?

In a global market, the national roots of a brand can add value. As long as you can leverage them in the right way.

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How to think about content strategy for a luxury audience

Luxury brands can’t bask in the glow of that one-off commercial anymore. To connect with their audiences they must produce content. A lot of it.

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How do you create a luxury brand today?

As all brands struggle to understand the evolving customer, luxury brands have the most daunting task: ushering their intangible values into a new era.

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Strategy for jewelry brands: do you know your audience?

Jewelry customers differ wildly. Knowing who is going to buy your jewels makes all the difference for structuring your brand.

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Do fashion brands really need copywriting?

Fashion brands are traditionally very scrupulous about visuals in their communication. Does this leave out words?

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