Michel Gutsatz & Gilles Auguste: Luxury Talent Management: Leading and Managing a Luxury Brand « A comprehensive study of the luxury industry where talent and leadership specificities are put forward in useful conceptual frameworks. An inspiring book, rich in practical applications for luxury executives and outsiders… »
Beatrice Ballini, Senior Partner, Russell Reynolds & Associates
LUXURY RETAIL MANAGEMENT
Michel Chevalier & Michel Gutsatz: Luxury Retail Management: How the World's Top Brands Provide Quality Product & Service Support “Part conceptual, part operational, the book is truly insightful. Each chapter prompts key questions that luxury professionals are facing, and thanks to the authors’ trusted expertise, the insights and solutions described are very
inspiring.”
– Thomas Lindemann, Group HR Director, Richemont International
“This book, for the first time, goes beyond intuitive thinking on retail and ‘lasers’ in on the rational and technical tools that make it happen. This book will become required reading for those willing to expand their expertise in luxury management.”
– Daniel Piette, Chairman of L Capital; President of LVMH Investments Funds
Private Label Beauty Brands: an Executive Briefing
Private Label Beauty Brands: an Executive Briefing for Eurostaf A complete Report written for Eurostaf:
The new competitive brands environment
Why are private label brands a major issue today?
What are the main trends driving the growth of private label brand?
What are the different strategies led by retailers and the different business models?
What are the key success factors of private brands?
What are the new challenges faced by national brands?
Kraft Changes its Logo and Expands its Consumer Services
Two years after splitting from Philip Morris, Kraft Foods has changed its logo – with the intention of clearly differentiating its corporate brand "Kraft Foods" from products sold under the brand name "Kraft". Until then, the same logo had been used for both.
The change resulted in a resounding flop: The corporate logo unveiled in February 2009 was modified 4 months later! In fact, the logo of February had several flaws that were immediately pinpointed by various commentators: A very "amateur" finish, inelegant, over-the-top, with a motto too closely "fused" to the logo itself, where the emphasis on the word "delicious" lacked subtlety. The final logo therefore remedied all these faults.
I like to draw your attention to the new slogan "make today delicious”. By reintroducing taste in food, Kraft Foods followed one of the key consumer trends that I often speak of on BrandWatch. This approach is associated with significant investment in free consumer services "To provide assistance and solutions”, as this video shows:
A recipe magazine (highlighting Kraft products);
Applications for the iPhone;
Dedicated web sites (food/wine harmonizing) with co-brand hosting (here with Wine Spectator, the leading U.S. magazine).
"The future is how you provide utility to consumers": This phrase sums up the new role of national brands. They have to be able to provide also the non-commercial to consumers by integrating the various distribution channels and communication: The demarcation between the two is fading from day to day. In this regard, the recent decision by Kraft Foods to charge for its “Food & Family” magazine is
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Kraft Changes its Logo and Expands its Consumer Services
Two years after splitting from Philip Morris, Kraft Foods has changed its logo – with the intention of clearly differentiating its corporate brand "Kraft Foods" from products sold under the brand name "Kraft". Until then, the same logo had been used for both.
The change resulted in a resounding flop: The corporate logo unveiled in February 2009 was modified 4 months later! In fact, the logo of February had several flaws that were immediately pinpointed by various commentators: A very "amateur" finish, inelegant, over-the-top, with a motto too closely "fused" to the logo itself, where the emphasis on the word "delicious" lacked subtlety. The final logo therefore remedied all these faults.
I like to draw your attention to the new slogan "make today delicious”. By reintroducing taste in food, Kraft Foods followed one of the key consumer trends that I often speak of on BrandWatch. This approach is associated with significant investment in free consumer services "To provide assistance and solutions”, as this video shows:
A recipe magazine (highlighting Kraft products);
Applications for the iPhone;
Dedicated web sites (food/wine harmonizing) with co-brand hosting (here with Wine Spectator, the leading U.S. magazine).
"The future is how you provide utility to consumers": This phrase sums up the new role of national brands. They have to be able to provide also the non-commercial to consumers by integrating the various distribution channels and communication: The demarcation between the two is fading from day to day. In this regard, the recent decision by Kraft Foods to charge for its “Food & Family” magazine is
