Kyle PriestMember since November 2011Contact Kyle
Kyle Priest leads the way in the creation of eBusiness strategies and solutions that stand at the intersection of technology and marketing. With a career built on groundbreaking campaigns for brands like Pepsi-Cola and RadioShack, Priest now offers the nation’s leading companies a unique, comprehensive approach to the online space with Crown’s unified suite of technology, strategy and creative solutions.
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- Digital Luxury | Omni-Channel Experiences in
2014 is a year for exciting and delighting customers on their terms - every time, everywhere.
- Discerning Tastes Seek Digital Details in
Savvy affluent consumers have always had discerning taste. The trends we see in virtually all luxury segments indicate that consumers are being more focused and conscientious about their luxury purchases. No doubt unsettling times play a major role, and I believe a larger macro force is at play: limitless choices are causing consumers to think more diligently about where they focus their luxury dollars and the personalized choices they make.
- Lifestyle Is In The Digital Air! in
Change of seasons creates powerful consumer engagement opportunities.
- Staying Luxurious In Non-Luxurious Times: The Digital Formula for Luxury in
In this new economy of abundant choice and access, is it enough for a luxury brand to remain true to its brand equity, or does it also need to reach a broader array of people across new media?
- All Roads Lead To CRM ... Or Should in
MarketingTools: CRM on
Are your customers outpacing your ability to know what's going on?
- 5 Ways To Maintain Prestige (And Sales) In A Down Market Without Depreciating Brand Value in
Now that we're all experts at-or, at least, veterans of-navigating a real-life troubled economy, we can conclude with fairly decent certainty that 1) things will eventually get better, and 2) the ultra affluent will likely remain so. For those who work in the luxury space, these two factors shouldn't only confirm what they've learned along the way, they should also act as rules of the road going forward-guiding their approach to brand marketing and management in light of an unpredictable economy.
Comments by Kyle All comments by Kyle
- 5 Ways To Maintain Prestige (And Sales) In A Down Market Without Depreciating Brand Value
Great point, Paula. Thanks for the though provoking question. Not sure I have the perfect answer, but here's my feeling on this: I believe that Louis Vuitton and others have successfully figured out three things that keep them relevant, current, and in demand: 1. Creative point of view - regardless of the season or item, LV and others take a long term creative point of view that is unique to their brand. These companies understand and execute flawlessly at ensuring their style and brand attributes are always present and distinguishable. From the LV icon, to the quality of goods, to the stitching, to the attitude/shape, it is always inherently LV. Ultimately, this is the most important thing to LV and other brands' success - having a POV that is unique and stellar creates a platform for growth in consumer goods that cannot be beat. No distribution strategy, or manufacturing strategy can supplant a strong Creative POV in this arena for building brand equity and demand. 2. Tradition - through a commitment to quality, the brand has achieved an iconic state that gives it permission to keep some items available in perpetuity. Just as Gucci does with its colored stripes, LV leverages its traditional mark across its line. 3. Exclusivity - through small(er) batch, and short(er) runs of goods, the uniqueness of any product still reflects the overall brand, yet adds to the current relevance of the brand