Derrick Daye

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Latest blogosphere posts tagged “Derrick Daye”

• How To Be A Good Advertising Client

  
  Branding Strategy Insider — Authority: 453
  The wisdom of David Ogilvy lives on in this reminder to client side marketers... How To Be A Good Client:    1. Emancipate your agency from fear.    2. Select the right agency in the first place.    3. Brief your agency very thoroughly indeed.    4. Do not compete with your agency in the creative area.    ...
  3 weeks ago

• The Anti-laws of Luxury Marketing #18

  
  Branding Strategy Insider — Authority: 453
  18. Don’t relocate your factories Reducing cost prices is vital in the mass consumer markets, and this often means relocating factories. Luxury management does not apply this strategy. When someone buys a luxury item, they are buying a product steeped in a culture or in a country. Having local roots increases the ...
  3 weeks ago

• 2010 Brings Brands 10 Golden Digital Opportunities

  
  Branding Strategy Insider — Authority: 453
  Looking ahead to 2010, marketers will be facing Olympic hurdles that will require steadfast agility just to stay in the game, much less to hit the finish line ahead of the competition. Here are 10 ideas, wrapped in Olympic glory that should deliver the gold. 1. Social Media: A Marathon, Not a Sprint Hoping to become ...
  4 weeks ago

• The Anti-laws of Luxury Marketing #17

  
  Branding Strategy Insider — Authority: 453
  17. Cultivate closeness to the arts In traditional marketing, the brand seeks to appeal and to create an affective relationship. For that it often uses music, music that is as popular as possible, or at least appreciated by its target audience. The brand follows people’s tastes. The luxury brand is a promoter of ...
  4 weeks ago

• 9 Digital Trends For 2010

  
  Branding Strategy Insider — Authority: 453
  1: Facebook replaces personal email Question: Google has it, Hoover has it (in the UK anyway), TiVo had it, lost it and has somewhat got it back. Xerox had it, but nobody really cares anymore. So what is it? Its when a brand name becomes the verb associated with its use. So rather than searching, you Google, or TiVo ...
  4 weeks ago

• The Anti-laws of Luxury Marketing #16

  
  Branding Strategy Insider — Authority: 453
  16. Keep celebrities out of your advertising In traditional marketing, stars of stage and screen are very often used in advertising: there is nothing like a David Beckham for selling sunglasses or shaving cream. Nestlé has also got in on the act, with premium brand Nespresso calling on the services of George ...
  5 weeks ago

• The Anti-laws of Luxury Marketing #15

  
  Branding Strategy Insider — Authority: 453
  15. Do not sell. This isn’t arrogance, not at all. The luxury strategy is the very opposite of the volume strategy. If you pursue the strategy of systematically raising all your prices, as illustrated by Krug , you have to be prepared to lose sales and to lose customers. Most brands don’t dare risk it, or else ...
  5 weeks ago

• Top Ten Integrated Marketing Trends for 2010

  
  Branding Strategy Insider — Authority: 453
  1. Less will get done: until we learn to do more with less. While the year 2009 was marked as the great recession, we wont feel its full effects until 2010. Both marketers and their marketing services agency partners are dealing with reduced resources in terms of head-count and budgets. We wont likely see enough ...
  6 weeks ago

• The Anti-laws of Luxury Marketing #14

  
  Branding Strategy Insider — Authority: 453
  14. Keep raising the average price of the product range In traditional marketing, you launch a product at a skimming price, then when competition comes onto the scene, you drop the price. In luxury it is precisely the opposite. A luxury brand must always be seen to be restoring the gap, restratifying, and as such it ...
  6 weeks ago

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