Comments on: CEO Talk | Greg Furman, Founder and Chairman, Luxury Marketing Council

By: Fidelia

Fidelia — Mon, 30 May 2011 14:47:02 +0000

Walking in the presence of giants here. Cool tinihkng all around!

By: Teressa Raiford

Teressa Raiford — Sun, 08 Aug 2010 00:16:12 +0000

I love this article Mr. Furman was head on with statements regarding economic times and the classic sense of security many have held in regards to the quality of high end products. For the very wealthy there has always been a minimal exposure to ‘hard times’ I think the Luxury Council will do well to focus on the ‘social marketing’ aspects of consumerism. This will elevate their support for those less fortunate while still having value and quality maintained as a value placed asset to their current base.

By: Colin T McDonald

Colin T McDonald — Wed, 10 Jun 2009 01:39:00 +0000

In agreeance with Greg’s comment, I feel the luxury brands that will survive this recession are the ones that continue to offer the best products and services. Not compromising any costs and continuing to give an uplifting experience. The examples of Hermes and Louis Vuitton are two great examples mentioned in the interview. They have been through the toughest of times and yet they still continue to attract the most sophisticated market today.

A great informative piece in regards to our currant economic situation.

I’ve gone ahead and put this piece under my essential blogs on my blog. For more info visit EgO at: http://www.egoctm.com

By: Bonnie Powers

Bonnie Powers — Wed, 10 Jun 2009 01:26:19 +0000

Some really spot-on perspective from Greg Furman and quoted sources.

NY Times columnist and author Rob Walker writes about the brand idea in terms of it becoming a form of identity in shorthand. So much of luxury brands’ ability to set themselves apart is craftsmanship. In today’s technologically obsessed society, do we still appreciate and have an eye for the detail that only a true artisan can create? Are enough consumers moved by the skilled craftsman’s work that they are loyal to his or her “shorthand?”

As the online replaces the brick and mortar experience clever adjustments to how we approach consumers and how we bring them into the “workshop” of the brand are vital.

Seth Godin writes about in his book Purple Cow, brands having a “remarkable” attribute. In a similar vein, Rob Walker talks about brands having emotional attributes which transcend the material. He believes that there’s a “desire code” that marketers must tap into. Greg Furman outlines above a similar new luxury branding code to consider when vying for mind and wallet share.

The complexity of today’s mobile and networked society infers, too, that those brands (and marketers) which aptly define the authentic, often intangible, essence that connects (really connects, at a visceral level) with consumers– and those consumers who are sophisticated enough to see the difference– will enjoy a higher rate of return. Good luck to us!