American Marketer
Marketing
Why luxury brand hate matters

Brand executives should not be in denial that their brand can also become a victim of brand hate.

Automotive
In-car tech experience should match iPhone’s: Edenspiekermann CEO

Brand touch points are currently almost exclusively digital, making it crucial that that experience reflects the promise of the brand.

Apparel and accessories
COVID-19 and fashion: Lingering effects in 2021 and beyond

While the Internet is convenient and socially distant, it does not afford consumers with what traditional shopping provides – socialization, instant gratification, tactile pleasure, true color and fit certainty.

Marketing
Meeting changed customer engagement expectations

More than half of consumers feel that brands should change the way they engage with shoppers.

Marketing
Reinventing market research in the era of consumer data empowerment

Market researchers have failed to innovate any radically disruptive breakthrough to dramatically advance their understanding of consumers to support more effective brand marketing decisions.

Automotive
Creating smarter ad experiences in auto marketing

Digital auto marketers should fully review the data-driven journey and ask: How will your digital strategy impact your consumer’s experience?

Automotive
Creating smarter ad experiences in auto marketing

Digital auto marketers should fully review the data-driven journey and ask: How will your digital strategy impact your consumer’s experience?

Marketing
How luxury brands will leverage digital to deepen the VIP experience

The stakes for attracting and retaining VIP customers have never been higher.

Apparel and accessories
Fashion and luxury’s future tied to technology innovations

From AI-based style, trend and product forecasting to robotic manufacturing, merchandise planning, predictive sales and customer targeting, the entire process seems to be digitally intelligent.

Marketing
Why direct mail never deserved to go out of fashion

It is understandable that the generational shift that happened in the marketing departments would come with more emphasis being placed on digital marketing, but the shift has been so sudden that valuable opportunities for revenue growth are being missed.

Legal
Trade secrets: What fashion and luxury goods companies need to know

Critical to maintaining the protection of the trade secrets is that the business has taken “reasonable measures” to keep such information secret.

Marketing
Brand elevation: Why and how prestige brands have to be built differently in the Digital Age

If you start out by looking outside for consumer needs and market gaps, you will never be anything but opportunistic. You will be running after opportunities rather than leading with a sense of mission. You will be defined by what is rather than inspiring what could be.

Retail
Q&A: Annie Hurlbut on how she is evolving Peruvian Connection into a lifestyle brand amidst the pandemic

Since 1976, Peruvian Connection has made ethnographic textiles the point of reference for its artisan-made collections. Now, it is rapidly adapting to the times under the aegis of company founder Annie Hurlbut.

Retail
The boss belongs on the shop floor: Lessons for luxury from Elon Musk

Elon Musk recently had some blunt advice for leaders in ivory towers: “Is your product as awesome as it could be? Probably not.”

Retail
Turn to Walmart, Walgreens and Target to distribute COVID-19 vaccines to US consumers

If the vaccination pace continues at its current rate, it could take upwards of 10 years for U.S. consumers to get vaccinated.

Legal
As luxury adapts to pandemic, mind the legal challenges ahead

As the business environment evolves, legal issues that were once obscure or unheard-of now become important. Part of such an effective survival strategy is understanding what the legal trends will be and the best legal strategies to deal with them.

Software and technology
Evaluating the viability of AI in the workplace

Recent research estimates that one in five employees will have an artificial intelligence (AI) system as their coworker by 2022.

Marketing
5 trends that will affect sales craft in 2021

Most CEOs would nod that the digital revolution is underway, but plenty have not fully understood what this means for their sales efforts. Here are five guidelines to ensure that your business is the “disruptor,” not the “disrupted.”

More Stories

Why luxury brand hate matters
By

Brand executives should not be in denial that their brand can also become a victim of brand hate.

In-car tech experience should match iPhone’s: Edenspiekermann CEO
By

Brand touch points are currently almost exclusively digital, making it crucial that that experience reflects the promise of the brand.

Meeting changed customer engagement expectations
By

More than half of consumers feel that brands should change the way they engage with shoppers.

Reinventing market research in the era of consumer data empowerment
By

Market researchers have failed to innovate any radically disruptive breakthrough to dramatically advance their understanding of consumers to support more effective brand marketing decisions.

More Columns