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The words “brand” and “branding” have become so ubiquitous in our jargon that they are becoming meaningless. If you find our thought pieces on brand strategy and brand management insightful and would like a deeper understanding for yourself, your marketing teams or leadership teams we can develop a tailored learning solution for you.
Brand Education is a core competency of The Blake Project, the brand consultancy behind Branding Strategy Insider. Branding Strategy Insider helps marketing oriented leaders and professionals build strong brands.
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Within your organization I’ll bet it’s a fair statement to say you’ve heard these words thrown around recklessly from time to time. Many factors will drive that change – new management, mergers, acquisitions, product development, or a competitor’s threat to a core business. I don’t like to be sold…I don’t care about your advertising, your free samples, your promotions, your special offers. Then I will gladly welcome you into my life, and share the value of our relationship with others who are important to me.
From its early description as the Information Superhighway to its current utility for seemingly limitless search, most pundits have characterized – even lauded – the Internet as a transformative portal to information and data. As practitioners and educators we deliver interactive brand education workshops and keynote speeches designed to align individuals and organizations on essential concepts in brand management and empower them to release the full potential of their brands.
Army and Wyndham Worldwide are some of the organizations that have turned to The Blake Project for help in meeting learning objectives. We focus on sharing thought provoking expertise that promotes an elevated conversation on brand strategy and brand management and fosters community among marketers.

We are happy to share these insights by having clients post their findings on this blog and today present analysis on the luxury retail market from PM Digital Research.Despite ongoing volatility in the stock market and global economies, consumers are once again paying for luxury items, even as some brands raise prices. One client, PM Digital Research, takes a look at the luxury retail market based on findings from their recent 2013 Trend Report: Luxury Brands Online study. Most change within organizations (or individuals for that matter) is usually driven by external influences (fear) and rarely is initiated through forethought (innovation).
I don’t like to be told what’s cool, new, improved, last-longer, smells better, tastes better, or is less filling…I don’t care about your brand, it doesn’t matter to me.
BSI is a service of The Blake Project, a leading brand consultancy based in the United States, serving marketers around the world.
Luxury shoppers are becoming increasingly dependent on digital platforms to find, research and even purchase fine apparel, handbags and shoes. Online has continuously ascended into a more significant role in the luxury shopping sphere, and now consumers demand and expect a cohesive, streamlined and efficient buying experience, both on and offline.
Luxury brands now recognize the necessity of implementing in-store and digital offerings synergistically; consumers expect to receive the same level of service and attention to detail across visits to the brand site, social media page and store location. It is not just ecommerce sales that are benefitting from consumers’ contemporary web and mobile-centric mindset, as research shows that online drives offline sales simultaneously. Luxury brands must now accommodate consumers who are willing and able to conduct extensive product research, and as such, their digital offerings need to meet the same standards as their in-store aesthetics and service.Industry sources predict that luxury goods sales will reach $285 billion in 2013 and continue a 5-6% annual rise through 2015. It is likely that these brands may be deferring to their retail partners to yield the traffic and the sale for their respective brand.
Those who are running paid search campaigns favor the higher margins of selling direct to the consumer.Handbags and shoes are the most popular products driving search clicks for luxury brands.
Most of these searches include trademark terms, indicating a high degree of brand loyalty and decisiveness, although a higher-funnel marketing channel may also have driven them to search.Luxury brands are largely absent on Google Product Listing Ads at this point.

Facebook “like” counts for luxury brands have seen tremendous growth over the past year, with most brands more than doubling. Dior “likes” grew over 1,000%.Overall, the study finds that successful luxury brands are striving to provide consumers with a consistent brand image across channels.
Many brands have also achieved sizeable, and still growing, audiences on Twitter, Tumblr etc. Supported by engaging content, video and events, luxury brands can capture a real-time experience, unlike that of offline media, and drive sales demand within a consumer’s shopping event.To download a complete copy of the 2011 Trend Report for Luxury Brands Online, click here. Engagement on these sites is mainly disconnected from visits to brand sites, but that is less true in a mobile environment. As mobile traffic continues its ascent, other social sites will become increasingly more influential within each brand’s digital interplay. It is also worth noting that these luxury brands have sizeable fan bases in their social channels, which is a natural fit to support their branding efforts.Overall, the study finds that all digital channels — paid and organic search, email, social and display —will have a major effect on luxury brands as they increasingly shift toward mobile and cross-channel offerings. Mobile will become even more integrated with the live experience of in-store shopping than online already is, since consumers can now access their favorite brands at any time by reaching into their pocket or purse. Experian and the Experian marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Comprehensive strategies across practices and devices will drive consumer awareness, engagement and, ultimately, transactions.Make sure to register for the Experian Marketing Services’ holiday webinar on October 24th where we’ll cover similar retail trends for the holiday season. Other product and company names mentioned herein are the property of their respective owners.

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