Introducing the Deep Dive into the 24 Anti-Laws of Luxury Marketing

We’re live!

I’m delighted to announce the release of the Introduction to our Deep Dive into Kapferer & Bastien’s 24 Anti-Laws of Luxury Marketing.

These anti-laws are derived from their insight that luxury brands need to construct their business models and market themselves differently than the mass-market - in fact, the strategies required to successfully manage a high-end or luxury brand are in many instances the exact opposite of “standard best practices” for mainstream businesses.

Coming up soon: Anti-Law #1 “Forget about ‘positioning’, luxury is not comparative”. Much to look forward to!