Communication in the luxury environment: it's not gold all that glitters
Some will think it's a matter of budget. And yes, it is, but also tastefully, the one Cartier. Loewe's announcement isn't exactly “low cost”.
Cartier is true to positioning, and takes it to the extreme. Loewe's case is an easy resource and abuse of the misunderstood “influencers”. In your case, children of influencers.
Did Loewe need to reach a massive audience, breaking the codes of the communication in luxury environments?
Convinced that everything leaves a mark, I help companies better connect with their stakeholders through personal branding programs (personal brand management) and employee advocacy (programs of branded internal ambassadors).
Socio of Soymimarca's Integra Personal Branding, Brand Directory of Omnia Branding, I also collaborate with Ponte en Valor, Brandergizers, MoreThanLaw, Noema Consulting and Quifer Consultores.
I participate in various programs at IESE, ISDI and EAE, among others. Collegiate advertising, Master in Marketing. Humanities Degree Student.
My advertising DNA comes from 20 years in agencies: Time/BBDO, J.W.T., Bassat Ogilvy, Saatchi & Saatchi, Altraforma and TVLowCost among others.