Luxury Interactive 2016 (past event)
October 17 - 19, 2016
Contact Us: 1-888-482-6012
Rebranding Digital Age
Video Transcript
Susan Duffy: Thank you for having Salima and I here this morning to talk about our brand. We are going to jump right in. Luxury brand marketing is characterized in many ways by paradoxes. Seemingly contradictions they are at the heart of what we all do. In fact, becoming more familiar while remaining exclusive is a challenge faced by every successful luxury brand. And while mastering paradoxes has long been important to the luxury brand marketing, in the digital age it is becoming a fundamental. Luxury brands were once known for being aloof and less accessible. And building a luxury brand was historically an exercise in extreme control. Mass brands look to the brands in the luxury space as examples of the most dis