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The content confidence gap that costs luxury brands customers
A few years ago, during an editorial meeting for a luxury project, the copy under review felt strong. It told a genuine story with human insight and was quietly compelling. It...
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The content confidence gap that costs luxury brands customers
A few years ago, during an editorial meeting for a luxury project, the copy under review felt...
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Digital made print luxury. Here’s why that matters
Print is now widely described as a luxury medium. But it wasn’t always the case. This article...
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Tactical gravity: why your cross-channel/cross-agency campaign is failing to deliver
Most cross-channel campaigns don’t fail because the strategy was wrong, the creative was weak or...
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Personalisation, purpose and a marketing strategy for the new world of luxury
Luxury audiences are raising the bar on personalisation, credibility, wellbeing and quiet...
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The commercial case for human-first storytelling
Lots of people talk about ‘brand storytelling’ and ‘story-driven marketing’. But it is rare to see...
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What does ‘confidence-building content’ look like in automotive?
The luxury car sector is good at launch content. It knows how to produce the beautiful film, the...
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The rise of hyper-personalised email
Email personalisation, and the benefits that come with it, isn’t new. What’s changed is access to...
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What 30+ years of content marketing has taught us about building lasting audience relationships
Across the UK, brands are encountering a familiar pressure: people still spend hours with content...
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What to look for when working with a content marketing agency
For senior marketing leaders and C suite decision makers, choosing a content marketing agency is a...
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Brand communities – Part 2: A practical playbook for premium brands
In our earlier article we looked at why brand communities have become one of the most valuable...
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Brand communities – Part 1: Why brand communities matter more than loyalty schemes
There was a time when a sleek card and a tiered points system were enough to signal loyalty. Today,...
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The future of luxury hospitality – Part 4: Exclusivity in an age of access
Almost anyone can peer into the world of luxury with a digital swipe. Suites are toured on TikTok,...
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