Leaders

ad:
*

What’s luxury? Why brands need to learn the difference between Kanye and the Queen

Published by

What do Kanye West and the Queen have in common? Well, by current marketing standards, quite a lot. Both of these cultural icons are wealthy and fall into a complex demographic category: high net worth individuals (HNWI).

While marketers tend to view this as being one homogenous group, in reality the only connective tissue linking people with the category is the money they have.

While historically considered a 'niche' audience, the luxury sector is now anything but. Sweeping categorisations, particularly within the world of

 

This content is for members only

Click below to activate your Free Registration

Get Access

Already a member? Login here

 

Comments

More Leaders

*

Leaders

What is digital sustainability, and why should you care?

It's easy to conceive sustainability in its most tangible form - innovative packaging solutions, plastic waste, plant-based products and so on. But what about that email you just sent? What kind of impact does our digital footprint leave on the...

Posted by: Creativepool Editorial
*

Leaders

Discussing emotions with the Global CEO of Sweetshop - #JudgeSpotlight

If there is one thing this pandemic has shown us, it was the power of emotions and how much that matters for advertising. However, Wilf Sweetland, Global CEO of Sweetshop, argues that brands have all gravitated towards the same emotions last year,...

Posted by: Creativepool Editorial
*

Leaders

How a pandemic changes brand perceptions

There's no denying that the pandemic has changed consumer behaviour worldwide, forcing the whole creative industry to find new ways to adapt to a new normal. What was perfectly reasonable and effective in a world dominated by reason and logic, such...

Posted by: Creativepool Editorial
ad:
ad:
ad:
ad: