Thomas Sychterz

Articles by Thomas All articles by Thomas

• Luxury And The Age Of Distraction in Engage:Affluent on 06/28/2017
  

  The erosion of attention in the era of "information overload" has become cliche. The disintegration of attention has long been related to computer technology. For instance, the first published use of the word "multitask" appeared in an IBM paper from 1965 in reference to a computer simultaneous processing powers and it has since become a mainstay in the popular idiom of the modern culture of distraction. It might be said that we're rapidly becoming beset with "digital amnesia."

• Inclusive Advertising In A Mobile-first World in Engage:Affluent on 05/24/2017
  

  According to the Center for the Study of Women in Film and Television, female film protagonists reached an all-time high in 2016. Films like "Hidden Figures" and "20th Century Women" have predominantly female casts and have achieved enormous success in 2017. This comes a year after the infamous failure of the Motion Picture Academy to nominate a single actor of color or a single female director at the 2015 Oscars, an event that inspired the Equal Opportunity Commission to investigate the U.S. film industry, and to recently find them guilty of discrimination against female directors. In spite of the obvious strides forward, more can be done, and more needs to be done.

• Ultra-Luxury Brands Breaking Into Emerging Markets in Engage:Affluent on 04/26/2017
  

  Alongside Brazil, India, and China, other emerging markets, like Iran, South Africa, Indonesia and Malaysia, are set to hit their stride in the coming decade. The significance of flexibility and collaboration will increasingly become key in luxury brand marketing strategies within these areas.

• Blogging: The Most Powerful Form Of Luxury Advertising In China in Engage:Affluent on 03/22/2017
  

  In a recent report by BNP Paribas, "The Shopping Guide: Bloggers in China," fashion bloggers are said to "have filled a void on the internet ahead of luxury/fashion brands and publishers" in educating Chinese consumers about different global brands. That the rise of fashion bloggers and the development of the Chinese luxury market happened in tandem is no coincidence. The influx of rapid change has meant certain individual consumers have positioned themselves as experts in introducing new luxury items to the rest of the market.

• How Creative Polymaths Are Influencing Luxury Brands in Engage:Affluent on 02/22/2017
  

  We've all heard it: branding and consumerism in the 21st Century is a global village, a place of hyper-specialization and fragmentation, right? Well, one very current trend that seems to be going against that tide lies in a new generation of "polymath creatives" that is discreetly but powerfully shaping luxury markets from automobile design to fashion.

• Micro-moments Google Data: How High-end Brands Can Inspire Themselves  in Engage:Affluent on 01/25/2017
  

  Google recently unveiled findings regarding micro-moments. These are defined as intent-driven moments of decision-making and preference shaping that can occur during a consumer journey.

• The New Realities Of Sports Marketing in Marketing: Sports on 12/12/2016
  

  Sports have always been associated with emotional exchanges. Whether you're a player, fan, or just know someone who is, you know how it goes: conversations about a certain player's intensity, a sour illegal play and even about what piece of equipment works best in a particular setting can go from friendly discussion to heated banter in a matter of minutes.

• Scaling Intimate Brand-Consumer Relationships  in Engage:Millennials on 12/09/2016
  

  Millennial shoppers wield an ever-increasing share of the dollars that are spent in the luxury market. Professionals have been looking for new ways to market their brands to these elusive customers in the hope of growing their customer base - all while conserving the exclusivity and prestige of their brands. How can luxury brands continue to build intimate relationships with their clients and brand ambassadors as they always have, but at a scale that generates a healthier bottom line?

• Customer Collaboration, Involvement In Complex, Luxury Markets. Is It Possible? in Engage:Affluent on 11/23/2016
  

  The first thing a lot of people think about when they hear about customer collaboration and co-creation is, "That's great. But I work in a very complex industry. There's no way this will ever work for me." However, Harley-Davidson, BMW and Ducati have all found success in running customer collaboration programs. Personal transportation is a lifestyle-intensive market segment in the same way that clothing, cosmetics or electronics are. They help people define who they are and show that to the world around them. What we can learn from these leading companies can be extrapolated to other luxury goods industries to help enlighten the path towards customer-driven innovation.

• Brand Coherence Is The Key To Sustainable Relationships in Engage:Affluent on 10/26/2016
  

  In the past 10 years, new forms of digital media have empowered brands more than ever to build two-way relationships with their clients and fans. When people talk about their favorite brands, products and services, it can often sound like they're reminiscing about an old friend, or describing a family member. Brands, especially those in the luxury sector, need to realize this and begin envisioning the relationships they build with their clients as social, and not only commercial. What does this mean for brands today?

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