AmEx Luxury Summit: Storytelling, Experiences Keys to Marketing Top Brands [MIAMI/SOUTH FLORIDA] (BizBash)
With a national vocabulary that now includes phrases like "the 1 percent" and "the 99 percent," it might seem like a difficult time to market to consumers of luxury goods. However, the 250 invite-only attendees of the 10th American Express Publishing Luxury Summit this week exuded optimism as they shared new marketing strategies and discussed the changing face of luxury, according to vice president of communication, Jill Davison, who oversaw the production of the event. "We wanted to address a realistic picture of the environment for marketers," Davison said. "It's really important for them to understand what's happening in a national and global context. They are focusing on a group of individuals who are affected psychologically by what's happening in the world." The summit, which met Sunday through Tuesday at The Breakers in Palm Beach, brought that context in with speakers representing luxury brands across several sectors, as well as journalists and political commentators. Participating brands included Audi, Channel, Estee Lauder, Marriott, and Patron Spirits. One key takeaway was that luxury today is about engaging with customers through experiences, storytelling, and social media, Davison said, as well as providing "luxury they can believe in." The summit provided one of ...
7 October 2011 Beam rings the NYSE Closing Bell
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