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Multichannel

Fundamentals of luxury brand-building will not change: Diageo exec

August 31, 2015

Johnnie Walker scotch whisky barrels Johnnie Walker scotch whisky barrels

 

By Jen King

For its marketing communications spirits distributor Diageo centers its strategies on a “living luxury” concept that brings innovation, brand relevancy and accessibility into the daily lives of affluent consumers.

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  1. Sotheby’s Realty arms agents with bespoke marketing toolkit
  2. Luxury brands can no longer overlook Japanese consumers: Agility
  3. Sephora’s Virtual Artist brings augmented reality to large beauty audience
  4. Day’s wrap: Google, Selfridges, Shiseido, Mercedes-Benz and esports
  5. Montblanc increases Chinese awareness with WeChat gamification
  6. Personal luxury goods brands saw steepest value growth this year
  7. Milan partners with WeChat to connect with Chinese travelers
  8. Day’s wrap: Bentley, WeChat, Surface Media, Selfridges and Estée Lauder
  9. Boutique hotels offer appealing middle-ground for frequent Airbnb travelers
  10. Dior taps WeChat’s direct-to-consumer potential in social selling effort
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