Symbolic and visceral, smell is a powerful brand language that convincingly conveys identity and differentiation. It creates a direct, tangible connection between a brand and its consumers.
Aesop and others realize that modern brand building lies in meeting today’s new consumer in the places they are: the hotel, the restaurant, the boutique. Now the onus is on CPGs to unlock new channels to break out of stalled growth.
For every new brand that takes the long view on customer service (fixing a broken product even if it’s the customer’s fault), there are countless more where the customer relationship ends at the moment of sale.
Marcela Sapone: The modern luxury supply chain is log jammed at the front door of your apartment building.
It doesn’t matter how sophisticated direct-to-consumer brands make their products or supply chains today — if shipments get stacked at the front door of your apartment, that’s a failure. Fortunately, a more thoughtful, seamless future is on the way.
Mobility and rootlessness have become aspirational touchpoints––waves that some brands, like Apolis and the experimental LOT-2046, are all too happy to ride. (833 words)
Alfred’s CEO argues that the home of the future isn’t some bleeding edge futurist vision. Rather, it’s simply a home — full stop — humming with (silent) new efficiency. And it should be as frictionless as calling an Uber. (838 words)
The tech world unilaterally favors digital, connected advancement, over true physical product innovation. That’s a problem, argues Caraa Sport CEO Aaron Luo. (694 words)
Luxury brands must take a more considered approach to advertising online. Banner ads and pop-ups don’t fit their model, but native advertising often does.