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”.

positioning

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 and QUIFER Consultants.

As lecturer, participated in the Graduate Social Media of UPF and UVic, in various programs in ISDI, speaker at the IESE EMBA, 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.

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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.

    Reply

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