People use fashion to tell a story about who they are and what they want to be. Consumers look for styles that fit not only their own personal narrative and lifestyle but also the narrative and lifestyle they aspire to have.
To meet these needs, fashion brands need to offer a story that taps into the...
Customers want to love you. They want to be captivated. They want to be courted, persuaded, entertained, and informed. In the past, companies did this through advertising — print ads, TV segments, online ads, and more. But the digital revolution changed all of that. Brands are no longer restricted to competing for 30-second spots during “must-see TV”...
The experts all agree: From collateral material and articles to blogs and social media, it's best to stay consistent across all platforms. But what does that really mean? One definition of consistency is delivering the same core message in the same tone and being true to the same brand imperatives each and every time. People...
So you’ve already built a viable business in China, and now you’re looking for greater international presence. Presumably, what you have at hand is a solid business model and a loyal following. But as you expand your marketing efforts to a global audience, you’ll also need to understand regional cultures, laws, and online behaviors before...
If you’re a business consultant of any kind, you know the key to successful marketing is to create a strong brand proposition and stand out from the crowded consultancy market. You aren’t selling a product, and you aren’t just selling a service — you’re selling your knowledge, your experience, and your competencies. That’s a lot to...
