Thinking that holds its price.
Strategy, search, paid media, and retention for luxury and premium brands. Written from client work, published when there is something worth saying.
- Luxury Marketing
Luxury Marketing · 1 September 2026
Luxury Hospitality Marketing: Why Most Hotels Still Market Like It's 2015
How luxury hotels and resorts should approach SEO, paid media, email, and content marketing to drive direct bookings and reduce OTA dependency.
- Luxury Marketing
Luxury Marketing · 1 September 2026
Luxury Loyalty and Retention: How to Keep Your Best Clients Without a Points Card
Most loyalty programs make a luxury brand look cheaper. Points, tiers, discounts for spending more, a plastic card in the wallet next to the supermarket one. That machinery was built for airlines and coffee chains,…
- Luxury Marketing
Luxury Marketing · 17 August 2026
ROAS for Luxury Brands: What to Expect from Meta and Google Ads, and Why the Number Misleads
ROAS, return on ad spend, is the metric most brands use to judge their Meta and Google advertising, and for luxury brands it is one of the most misleading numbers they can optimise against. A luxury brand asking "what…
- Luxury Marketing
Luxury Marketing · 17 August 2026
Luxury PR and Digital PR: How Premium Brands Earn the Coverage That Builds Credibility
Luxury PR is the practice of earning attention and credibility from sources people trust, the press, cultural institutions, respected voices, rather than buying it through advertising. For a premium brand, being talked…
- Luxury Marketing
Luxury Marketing · 17 August 2026
Luxury Brand Activations and Events: How to Turn a Moment Into a Relationship
A luxury brand activation is a physical or experiential moment, a pop-up, an event, an installation, a private dinner, designed to make people feel the brand rather than just see it, and to deepen the relationship with…
- Luxury Marketing
Luxury Marketing · 22 July 2026
Scarcity and Exclusivity in Luxury Marketing: How to Make Less Worth More
Scarcity and exclusivity are the engine of luxury marketing. A premium brand's price is justified less by what a product costs to make than by how few people can have it, and the brands that understand this build…
- Luxury Marketing
Luxury Marketing · 21 July 2026
GEO for Luxury Brands: How to Get Cited by ChatGPT, Perplexity, and AI Overviews
GEO, generative engine optimisation, is the practice of making a brand visible in the answers that AI systems generate, so that when someone asks ChatGPT, Perplexity, Gemini, or Google's AI Overviews about your…
- Luxury Marketing
Luxury Marketing · 20 July 2026
Luxury Hospitality Marketing: How the Best Hotels and Resorts Sell the Experience
Luxury hospitality marketing is the practice of selling anticipation, experience, and belonging rather than rooms and rates, and owning the guest relationship so completely that the property, not a booking site,…
- Luxury Marketing
Luxury Marketing · 24 June 2026
The Future of Luxury Marketing: Trends to Watch in 2026
The trends, cultural shifts, and commercial pressures reshaping luxury marketing. What premium brands need to watch, track, and plan for right now.
- Luxury Marketing
Luxury Marketing · 24 June 2026
Paid Social Advertising for Luxury Brands: A Platform-by-Platform Comparison
Meta, TikTok, Pinterest, YouTube, and LinkedIn compared for luxury brands. Where to spend, what creative works, and which platforms to skip.
- Luxury Marketing
Luxury Marketing · 24 June 2026
Meta Ads for Luxury Brands: Why Most Campaigns Miss the Mark
Most luxury brands run Meta ads like DTC startups. Wrong audience, wrong creative, wrong measurement. The campaign structure that actually makes the channel work.
- Luxury Marketing
Luxury Marketing · 24 June 2026
Luxury Marketing Defined: A Working Standard for 2026
Luxury marketing, properly defined — a working standard for 2026 covering positioning, channels, measurement, and the rules that keep prestige intact.
- Luxury Marketing
Luxury Marketing · 24 June 2026
What Luxury Brands Get Wrong About Paid Social in 2026
The five most expensive paid social mistakes luxury brands make, why platform-reported ROAS lies, and the operating model Deus uses to fix it.
- Luxury Marketing
Luxury Marketing · 24 June 2026
How to Attract Premium Buyers Using Facebook & Instagram Ads
How to attract premium buyers using Facebook and Instagram ads — the creative, targeting, and bidding choices that work against a luxury audience.
- Luxury Marketing
Luxury Marketing · 23 June 2026
Stop Selling Botox, Start Selling Protocols
Why aesthetic clinics should stop selling Botox and start selling protocols — the positioning shift that lifts average order value and protects reputation.
- Luxury Marketing
Luxury Marketing · 23 June 2026
How to Choose a Luxury Marketing Agency: What Actually Matters
A practical guide to evaluating luxury marketing agencies. What to look for, what to avoid, the questions that reveal whether an agency actually understands premium brands.
- Luxury Marketing
Luxury Marketing · 22 June 2026
Luxury Marketing Benchmarks 2026: CAC, LTV, ROAS, and AOV by Category
Real CAC, ROAS, LTV, and AOV data across luxury fashion, jewellery, beauty, and hospitality. Compare your performance against category-specific benchmarks.
- Luxury Marketing
Luxury Marketing · 16 June 2026
Wine and Spirits Marketing for Luxury Brands
Marketing strategy for luxury wine, champagne, and spirits brands. Covers DTC vs wholesale, storytelling, experience-led marketing, digital channels, regulations, and building brand desirability.
- Luxury Marketing
Luxury Marketing · 16 June 2026
How Much Should a Luxury Brand Spend on Marketing?
Marketing budget benchmarks for luxury brands. Covers percentage of revenue, channel allocation, when to increase spend, and how to measure ROI across paid, organic, and brand investment.
