With thousands of ad firms wanting your business, how can you choose? Experts explain how to set your goals, put it in an RFP, and snag the best creative team.

Long gone are the days of a handful of Madison Avenue firms controlling the advertising world. Shopping for an advertising agency is no longer done in smoke-consumed boardrooms and martini bars. With the advances of technology and the introduction of digital methods, the advertising world has changed drastically since the 1960s. Thousands of wildly different agencies exist—from 10-men experimental shops in Brooklyn to enormous traditional firms with a global reach, and everything in between. Terms like “experiential marketing” or “social media” that were relatively unknown a decade ago—much less five decades ago—are now crucial considerations. Of course, ideas are still the foundation of creative work, but other key factors play a role in forming a valuable relationship between a company and its advertising agency.

The 8 Principles of Luxury Brand Marketing

Luxury brands have always been a fascinating sector and luxury brand marketing one of the most complicated disciplines.

Here are the 8 P’s of luxury brand marketing, this article attempts to bring together the elements and interplay between the principles that are employed in the luxury brand marketing mix.

However, one needs to acknowledge that the degree of significance of these elements may vary from brand-to-brand and market-to-market.

1. Performance
Performance refers to the delivery of superior experience of a luxury brand at two levels – first, at a product level and, second, at an experiential level.

Marketing Luxury Products To The High-End Consumer

The first step is to understand that in the so-called luxury market, there are three possible strategies, which which we categorize as luxury, fashion and premium. The difference between these three strategies is big. It does not change much in the eyes of most basic consumers, at least in the short-term. But when one has to manage a brand, the difference is pivotal. In fact, if you decide to implement a fashion or a premium strategy, the classical marketing styles works pretty well. But if you decide to implement a luxury strategy, you need to reconsider all the aspects of your marketing management.

Lombardo Agency Rebrands Luxury Furniture Company, Castelle

During the upcoming Casual Preview Market, Castelle will launch its corporate-wide rebranding to include all marketing literature, advertising and showroom signage. The rebranding efforts will coincide with the introduction of an unprecedented number of new collections to the Castelle handcrafted luxury furnishings brand.

During the Casual Preview Market in Chicago, July 12 – 14, the Castelle showroom will unveil the new logotype in signage as well as within marketing literature. New advertising creative incorporating the Castelle logotype, brand statement and product photography also will debut in July 2016 trade publications.

Racy Ads Banned while Reality Trash Soars

It’s confusing to me why the new Tom Ford ad featuring Cara Delevingne is being banned in cities across the UK for being too “racy” while reality TV stars like Kim Kardashian can pose nude balancing a champagne bottle on her her most famous asset is acceptable and “breaking the internet”.

The campaign image, which shows the model reclining naked in a bath, was criticized as being “inappropriate” and “degrading to women”, resulting in the ruling by the Advertising Standards Authority. Complaints were received after a huge billboard featuring the ad appeared on Brick Lane in East London. Critics originally demanded that the images be banned entirely, but the ASA disagreed,

Top Mistakes Marketers Make When Rebranding

Most marketers evolve their brands over time to keep them relevant. Some do it well, while others become the target of cynical bloggers. To gear your next rebrand for success, sidestep these all-too-common mistakes:

Clinging to history.
Rebranding well means staying relevant. Assumptions made when the brand was established may no longer hold true. Analyze changes in target markets when exploring opportunities for brand expansion, repositioning and revitalization.

Thinking the brand is the logo, stationery or corporate colors.
Brands encompass everything from customer perception and experience to quality, look and feel, customer care, retail and web environments, the tone and voice of communications, and more.

10 Reasons Your Marketing Plan Will Fail

Right now thousands of companies are working on putting together their marketing plans for the upcoming.

In November and December, thousands of companies will finalize their marketing plans.

If you are not done preparing a year end marketing plan, or if you are not in the midst of writing one, you are behind the eight ball.

To help you put together a marketing plan for next year, here’s a reminder of top 10 reasons that marketing plans crash and burn.

1. No written marketing plan.
An obvious one, but if you don’t take the time to create a marketing plan, your marketing will flounder in 2012.

Top Mistakes Marketers Make When Rebranding

Smart marketers evolve their brands over time to keep them relevant. Some do it well, while others tend to cry over spilled milk.. To gear your next rebrand for success, sidestep these all-too-common mistakes:

1. Hanging on to history.
Rebranding well means staying relevant. Assumptions made when the brand was established may no longer hold true. Analyze changes in target markets when exploring opportunities for brand expansion, repositioning and revitalization.

2. Thinking the brand is the logo, stationery or corporate colors.
Brands encompass everything from customer perception and experience to quality, look and feel, customer care, retail and web environments, the tone and voice of communications, and more.


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