How do you ensure that your teams are not only reacting to competition but stay ahead and show intellectual leadership? How do you make sure that they have the mindset of elevating your brand? How do you inspire your team to grow beyond the comfort zone?
Read MoreInterview with Dr. Daniel Langer, CEO of ÉQUITÉ. WWD asked Langer to elaborate why luxury is the place to be, especially with Millennials.
Read MoreThe reality of many luxury and premium brands is sad: They have been well positioned in the past but entered into the trap of lowering prices, engaging into entry level offers, and gambled with their equity. A systematic strategy and rigorous action plans are needed to turn them around.
Read MoreIt sounds obvious, but celebrities are brands too. Consequently, whether they are perceived as relevant, premium, even luxury, depends on how well their brand is managed. Brand equity management and a sharp positioning is indispensable especially for celebrities.
Read MoreBrands need a clear foundation. An extremely sharp equity definition. Without, their positioning is not clear enough. And as a result, they lack relevance and have limited potential for premiumization. When was the last time you asked the question: "Why should someone buy my brand, really"?
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