How Équité transformed Fine Weddings and Parties, one of the leading luxury event companies in the world
Fine Weddings & Parties is one of the world’s leading luxury event companies. We partnered with the CEO, Nadine Metgenberg, and her leadership team to strengthen the brand equity of her market leading firm with headquarters in Hamburg, Germany. It’s an example of how we support brands of all sizes and across all luxury categories around the world.
We conducted the signature approach of Équité including a brand audit to identify gaps and opportunities. Even for a successful brand this step is critical to unlock significant growth opportunities. Based on the audit findings, Équité developed a new brand concept adding a strong emotional component to the brand positioning leading to the call to action and new brand slogan “What will you experience next.” The six dimensional Équité ÉQ brand equity model was used for brand assessment and brand building, leading to a powerful brand story balancing rational and emotional attributes. The approach also was based on extensive research on the future of luxury, emerging millennial and Generation Z target groups, and a fully digital execution to make the brand concept future-proof.
As part of the relaunch, the digital brand message was radically simplified to create a significantly stronger customer engagement. The sales and customer engagement process was optimized to create a memorable luxury experience. Équité is continuing advising Fine Weddings & Parties in all aspects of the luxury brand strategy, optimization of the customer journey, and further growth acceleration.
“We approached Équité to ignite the next level of growth for our market leading wedding and event brand. The luxury concept and execution Équité developed exceeded our expectations by far and the growth strategy will help us to master rapidly changing customer preferences worldwide.”
Nadine Metgenberg, CEO Fine Weddings & Parties