Consumer/Lifestyle Branding Digest, October 14, 2015

Posted on October 14, 2015 by Havas PR

Airbnb Targets ‘Super Brand’ Status as It Outlines Community-Led Marketing Strategy
(Marketing Week, 05.10.15)

With Airbnb now appearing on the high street thanks to a new partnership with STA Travel, James McClure, its general manager for the UK and Ireland, has told Marketing Week that the disruptive travel startup is committed to developing into an “iconic super brand.”

Creating an Emotional Bond Through Packaging
(MediaPost, 05.10.15)

Packaging used to serve a purely functional role—it stated its purpose, carried the brand logo, product name and instructions on how to use. However, the internet has created a marketplace for the unique; for artisan and products with personalities to cater to our individual needs. We increasingly expect something to be more than just one dimensional, to be dual purpose or to tell a larger story. As a result, we now see packaging taking on an additional role and being used to connect with consumers in a novel way that delivers that the depth and value we have come to expect.

Study: Brands that Message More, Sell More
(VentureBeat, 04.10.15)

By 2017, over 50 percent of commerce will be conducted on mobile (according to Gartner). Retail brands need to reach smartphone and tablet users, but when, how often, and with what content?

Infographic: The Purchasing Habits of the Wealthy and the Very Wealthy
(Adweek, 31.08.15)

Though the ultra-wealthy make up less than one-fifth of American adults, they are responsible for a significant portion of luxury goods purchases, according to the Shullman Research Center, a marketing research firm specializing in affluent insights.

“A satisfied customer is the best business strategy of all.” —Michael LeBoeuf

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