Cartier: A good example of communication in the luxury environment

Communication in the luxurious surroundings: Not all that glitters is gold

While brands such as Loewe self-destruct with campaigns such as Loewe Oro 2012, Cartier It returns to give us a lesson in how things are done in their campaign of L'Odyssée. Would not stop him.

Some will think it's a matter of budget. What if, it is, but tasteful, that of Cartier. The announcement of Loewe is not exactly “low cost”.


Cartier It is true to a position, and takes it to the end. For Loewe is an easy resource and abuse of so-called “influencers”. Where appropriate, children of influencers.

Did he need Loewe reach a mass audience, breaking the codes of luxury communication environments?

About me Guillem Recolons

Convinced that everything leaves a mark, I help companies to better connect with their stakeholders through personal branding programs (personal brand management) and employee advocacy (internal brand ambassadors programs).

Partner at Integra Personal Branding and Soymimarca, I also collaborate with Ponte en Valor, Brandergizers, MoreThanLaw, Noema Consulting, AdQualis Human Results and Quifer Consultores.

As lecturer, participated in the Graduate Social Media of UPF and UVic, in various programs at IESE and ISDI, among other. Advertising man, Master en Marketing. Grade student of Humanities.

My DNA comes from advertising 20 years in agencies: BBDO, J.W.T., Bassat Ogilvy, Saatchi & Saatchi, Altraforma and TVLowCost among others.

Want to see my TEDx talk?

Visit my site
See all my publications
2 replies
  1. Juan Urrios
    Juan Urrios says:

    Cartier's announcement is 10 points, but Loewe have the impression that it has done with every intention of making it a trending topics by bad taste and low sync with your brand image, I do not think they are capable of committing such a mistake, They have tried to talk about them and that they have succeeded, else will assess the results and what has contributed or will contribute to the brand.


Leave a Reply

Want to join the discussion?
Feel free to contribute!

Leave a Reply

Your email address will not be published. Required fields are marked *

Basic information on data protection

Head "William Recolons Argenter

Purpose »Management doubts and customer services

Legitimization "interested Consent

Rights "You have the right to access, correct and delete data, and other rights, as explained in the additional information

Additional information »You can see additional and detailed information on Personal Data Protection on my website