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 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,…
- Growth Strategy
Growth Strategy · 1 September 2026
Marketing for Luxury Jewellery and Watch Brands
Digital marketing strategy for fine jewellery and high-end watch brands. Covers SEO, paid media, content, email, and social for high-value purchases.
- Growth Strategy
Growth Strategy · 1 September 2026
How to Audit Your Luxury Brand's Digital Marketing
A complete framework for auditing your luxury brand's digital marketing. Evaluate website performance, SEO, paid media, email, and social channels.
- Growth Strategy
Growth Strategy · 1 September 2026
Heritage Marketing for Luxury Brands: Turning History Into Commercial Advantage
How luxury brands turn heritage and craftsmanship into a commercial advantage, with a storytelling framework that moves real purchase decisions.
- Growth Strategy
Growth Strategy · 1 September 2026
Attribution and Measurement for Luxury Marketing: A Practical Framework
Standard attribution fails for luxury. A practical 4-layer measurement framework covering surveys, brand search, media mix modelling, and incrementality testing.
- Brand Strategy
Brand Strategy · 25 August 2026
Premium Skincare Brand Positioning: How to Command the Price
Two creams, the same actives, £15 vs £250. The difference is positioning. How premium skincare brands justify the price with an ownable story and proof.
- SEO & Content
SEO & Content · 25 August 2026
Luxury SEO: The Complete Guide for Premium Brands
Luxury SEO is search strategy for premium brands: ranking for the high-intent, high-value terms affluent buyers use, without cheapening the brand.
- Growth Strategy
Growth Strategy · 25 August 2026
How Much Should a Luxury Brand Spend on Digital Marketing? Benchmarks and Budgets for 2026
How much should a luxury brand spend on marketing? Benchmarks by revenue tier (5-18% of revenue), channel splits, and CAC by category, with 2026 data.
- Brand Strategy
Brand Strategy · 25 August 2026
Louis Vuitton Core Values: What They Are and Why They Matter
What are Louis Vuitton's core values? The LVMH principles, savoir-faire, and the Core Values campaign with Federer and Nadal that define the Maison.
- Brand Strategy
Brand Strategy · 24 August 2026
Why Most Luxury Rebrands Fail
Most luxury rebrands fail by discarding heritage equity for newness. The Burberry round trip, the homogenisation trap, and the four failure patterns.
- Growth Strategy
Growth Strategy · 24 August 2026
What a Fractional CMO Actually Does for a Luxury Brand
What a fractional CMO actually does for a luxury brand: the three problems it solves, a month in the life, and when it beats a full-time hire.
- Brand Strategy
Brand Strategy · 24 August 2026
Web Design for Luxury Brands: Where Restraint Meets Performance
Web design for luxury brands: the restraint, pace, craft and performance framework, and why beautiful-and-slow is a choice, not a requirement.
- Brand Strategy
Brand Strategy · 24 August 2026
Quiet Luxury: What It Actually Signals, and When Chasing It Is a Mistake
Quiet luxury signals knowledge, permanence, and discretion, not just wealth. What it really means, why it fades when it goes mass, and when to chase it.
- Paid Media
Paid Media · 24 August 2026
Paid Social for Luxury Brands: How to Buy Reach Without Cheapening the Brand
Paid social for luxury brands done right: the two-job model, value-based targeting, and metrics that protect the brand instead of cheapening it.
- Brand Strategy
Brand Strategy · 24 August 2026
Luxury Brand Positioning: How Premium Brands Own a Place Worth Paying For
Luxury brand positioning is the deliberate decision about what your brand means, who it is for, and what it refuses to be. A four-anchor framework.
- Brand Strategy
Brand Strategy · 24 August 2026
Growth vs Brand Integrity: The Tension at the Heart of Every Luxury Brand
The central tension in luxury: growth vs brand integrity. Pierre Cardin vs Hermes, how dilution happens, and four levers to grow without cheapening.
- Paid Media
Paid Media · 24 August 2026
Google Ads for Luxury Brands: Owning Search When a Customer Is Worth a Five-Figure Order
Google Ads for luxury brands: own your brand name, beat resellers, target by customer value, and measure what a five-figure customer is really worth.
- 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…
