Put down the purse: pick up an experience

Put down the purse: pick up an experience

“What’s the ultimate question you’d ask your salon customers? Is it perhaps, ‘How likely is it that you’d recommend us to your family or colleague?’ And what, do you think, would influence their answer? Price: tick. Service: tick. People: tick. Results: tick. Yes, you’re right, it would be all those things, because boiled down together they form a sticky glue that’s called their experience with you…

Brand Demand: Creating the Holy Grail

Brand Demand: Creating the Holy Grail

“Most people believe that a great launch starts with a great product. They’re wrong. Being ‘great’ isn’t enough and a product is merely the starting point. The reality is that the overall brand experience must be so perfectly suited to the needs and desires of its customer, that it creates its own demand and very little selling needs to be done. In a new series of articles, Neil Osborne explains how to turn a product range into a brand, which thrives.

Be a beekeeper not a zookeeper. Who, what, when, where and why do your customers buzz?

Be a beekeeper not a zookeeper. Who, what, when, where and why do your customers buzz?

“Your best work, comes with a narrow focus. That’s exactly what a beekeeper has, every day – just bees. Unlike a zookeeper (who tends hundreds of different animals) a beekeeper has a singular focus, and knows his bees, inside and out. That’s exactly as it should be with him, and with you and your customers. Why? Because having a hive doesn’t guarantee a yield of yummy honey and nor does having a salon.

Luxury Branding and the Macaron Effect: Why we covet luxury and the way it makes us feel

Luxury Branding and the Macaron Effect: Why we covet luxury and the way it makes us feel

“A French macaron could be considered a luxury item. You choose to eat one, you don’t need to. They’re difficult to make – it’s practically an art. Perfect ones are made by master pastry chefs, in specialist patisseries. Then there’s the way they make you feel – you know, special. That’s what really makes you buy one, isn’t it? In the second of this series on Luxury Branding, Neil Osborne explores the feelings evoked by luxury items and how they motivate your purchases.

History, Hallmarks and Habits of Luxury Brands: The iconic markings of great luxury brands

History, Hallmarks and Habits of Luxury Brands: The iconic markings of great luxury brands

“Since time immemorial, our attitude to gold and silver has been inexplicable. Of the 118 elements in the periodic table, both metals are chemically boring and have few special qualities. And yet … they’re the ones we’ve tended to use for personal adornment and currency for the last 5,000 years. Why? They’re valuable. They’re also storied, scarce and special … like every luxury brand. In the first of a series of articles on Luxury Branding, Neil Osborne explains the hallmarks of a traditional luxury brand and how the myth of luxury has evolved.