STATE OF BRAND

𝗕𝗥𝗔𝗡𝗗 𝗛𝗘𝗥𝗜𝗧𝗔𝗚𝗘 𝗩𝗦. 𝗜𝗡𝗡𝗢𝗩𝗔𝗧𝗜𝗢𝗡: 𝗡𝗮𝘃𝗶𝗴𝗮𝘁𝗶𝗻𝗴 𝗧𝗿𝗮𝗱𝗶𝘁𝗶𝗼𝗻 𝗮𝗻𝗱 𝗠𝗼𝗱𝗲𝗿𝗻𝗶𝘁𝘆 𝗶𝗻 𝗟𝗲𝗴𝗮𝗰𝘆 𝗕𝗿𝗮𝗻𝗱𝘀 In the dynamic world of luxury, legacy brands face the unique challenge of honoring their rich heritage while staying relevant in a rapidly changing market. Striking the right balance between tradition and innovation is essential for longevity and continued success. At the International CES - Consumer Electronics Show in Jan. 2023, the L'Oréal group unveiled the 𝗛𝗔𝗣𝗧𝗔 (integrated within Lancôme brand), the world's first handheld computerized makeup applicator designed for people with limited hand and arm mobility. This innovative device combines advanced technology with L'Oréal's expertise in beauty, demonstrating the brand's commitment to inclusivity and innovation while building on its longstanding heritage. By addressing accessibility, L'Oréal not only expands its market but also reinforces its core values of empowerment and beauty for all. In the automotive sector, Rolls-Royce introduced the 𝗦𝗽𝗲𝗰𝘁𝗿𝗲 in Sept. 2023, marking the brand's first fully electric vehicle. Known for their opulent petrol-powered cars since 1904, this move signifies a significant shift towards sustainable innovation without compromising the luxury and craftsmanship synonymous with the Rolls-Royce name. Starting at $423,000, the Spectre maintains the brand's signature design elements and bespoke customization options, ensuring that the essence of Rolls-Royce is preserved even as it adapts to new technological landscapes. Adding to these examples, Orient Express (Accor) is reviving its legendary luxury travel experience with the launch of the 𝗢𝗿𝗶𝗲𝗻𝘁 𝗘𝘅𝗽𝗿𝗲𝘀𝘀 "𝗟𝗮 𝗗𝗼𝗹𝗰𝗲 𝗩𝗶𝘁𝗮" trains. Announced in late 2022 and set to commence operations in 2025, this project reimagines the iconic Orient Express, synonymous with opulent rail travel since the 19th century. The "La Dolce Vita" trains will combine the timeless elegance of the original Orient Express with modern luxury and comfort, featuring contemporary Italian design and gourmet dining experiences. Modern consumers seek brands that are both authentic and progressive. They value the heritage and stories that define a brand while also expecting it to address contemporary issues like sustainability, inclusivity, and tech innovation: the challenge is to innovate without alienating loyal customers who hold the brand's traditions dear. At STATE OF BRAND, we believe that successful brands are those that can honor their heritage while embracing innovation in ways that enhance their brand narrative. It's about evolving the brand story, not rewriting it. www.stateofbrand.com We invite you to share your perspectives. How do you see legacy brands managing the balance between heritage and innovation? Are there brands you believe are excelling or struggling in this area? Join the conversation in our 𝗟𝗨𝗫𝗨𝗥𝗬 𝗜𝗡 group: https://lnkd.in/dw2XjnmV

𝗧𝗛𝗘 𝗥𝗜𝗦𝗘 𝗢𝗙 𝗘𝗫𝗣𝗘𝗥𝗜𝗘𝗡𝗧𝗔𝗟 𝗟𝗨𝗫𝗨𝗥𝗬: 𝗛𝗼𝘄 𝗕𝗿𝗮𝗻𝗱𝘀 𝗔𝗿𝗲 𝗖𝗿𝗲𝗮𝘁𝗶𝗻𝗴 𝗜𝗺𝗺𝗲𝗿𝘀𝗶𝘃𝗲 𝗘𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲𝘀 𝘁𝗼 𝗖𝗮𝗽𝘁𝗶𝘃𝗮𝘁𝗲 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿𝘀 In today's competitive market, luxury brands are redefining exclusivity by crafting immersive experiences that resonate on a deeper emotional level. The shift from mere product ownership to memorable experiences is not just a trend, it's a strategic evolution in the luxury sector. Consider Gucci's "𝗚𝘂𝗰𝗰𝗶 𝗚𝗮𝗿𝗱𝗲𝗻 𝗔𝗿𝗰𝗵𝗲𝘁𝘆𝗽𝗲𝘀" exhibition, which opened in Florence and toured globally through 2023. This immersive multimedia experience takes visitors on a journey through the brand's most influential advertising campaigns. By blending art, history, and interactive installations, Gucci offers more than products; it invites customers into its creative universe. Similarly, Christian Dior Couture unveiled the "𝗖𝗵𝗿𝗶𝘀𝘁𝗶𝗮𝗻 𝗗𝗶𝗼𝗿: 𝗗𝗲𝘀𝗶𝗴𝗻𝗲𝗿 𝗼𝗳 𝗗𝗿𝗲𝗮𝗺𝘀" exhibition, which continued its global tour with a stop in New York earlier this year. The exhibition showcases Dior's rich heritage through an immersive display of haute couture gowns, archival photographs, and artistic installations. Visitors are not merely observing fashion pieces; they're experiencing the brand's legacy and its impact on contemporary culture. What's driving this emphasis on experiential luxury? Modern consumers, particularly Millennials and Gen Z, value authenticity, personalization, and stories they can share. They seek deeper connections with brands that reflect their own identities and aspirations. Luxury brands are responding by creating environments that allow customers to immerse themselves fully in the brand's ethos. However, this strategy raises important questions. Are these experiences enhancing the intrinsic value of the products, or are they becoming distractions? When a watchmaker offers a virtual reality tour of its craftsmanship, does it deepen appreciation for the timepiece or overshadow it? At STATE OF BRAND, we believe that experiences should complement and elevate the product. The goal is to forge a seamless connection where the memory of the experience enhances the value of ownership. Luxury is not just about acquiring an item; it's about becoming part of a narrative that transcends the ordinary www.stateofbrand.com As brands navigate this landscape, the challenge lies in creating experiences that are as enduring as the products themselves. An unforgettable event or digital interaction should reinforce the brand's values and craftsmanship, leaving a lasting impression that goes beyond momentary excitement. We invite you to share your thoughts. Are experiential offerings enhancing your connection to luxury brands? How do you see this trend evolving? Join the conversation in our 𝗟𝗨𝗫𝗨𝗥𝗬 𝗜𝗡 group: https://lnkd.in/dnpU5Yqe

🚀 𝗚𝗲𝘁 𝗥𝗲𝗮𝗱𝘆 𝗳𝗼𝗿 "𝗕𝗥𝗔𝗡𝗗 𝗖𝗛𝗥𝗢𝗡𝗜𝗖𝗟𝗘𝗦", 𝘆𝗼𝘂𝗿 𝘄𝗲𝗲𝗸𝗹𝘆 𝗷𝗼𝘂𝗿𝗻𝗲𝘆 𝗶𝗻𝘁𝗼 𝘁𝗵𝗲 𝗵𝗲𝗮𝗿𝘁 𝗼𝗳 𝗯𝗿𝗮𝗻𝗱𝗶𝗻𝗴 𝘄𝗶𝘁𝗵 𝗦𝗧𝗔𝗧𝗘 𝗢𝗙 𝗕𝗥𝗔𝗡𝗗 In the ever-evolving world of branding, standing still is not an option... unless you're posing for a portrait (which could also be a choice!). 📍That's why STATE OF BRAND is launching its series: "𝗕𝗥𝗔𝗡𝗗 𝗖𝗛𝗥𝗢𝗡𝗜𝗖𝗟𝗘𝗦: 𝗔 𝗪𝗲𝗲𝗸𝗹𝘆 𝗘𝘅𝗽𝗹𝗼𝗿𝗮𝘁𝗶𝗼𝗻 𝗯𝘆 𝗦𝗧𝗔𝗧𝗘 𝗢𝗙 𝗕𝗥𝗔𝗡𝗗." Each week, www.stateofbrand.com will embark you on a journey through the intricate maze of branding, dissecting trends, challenging conventions, and occasionally poking fun at the status quo. From the dynastic families who've turned their names into empires 🏰 to the latest innovations shaking up the market 🌐, we're here to offer sharp insights with a side of wit. But what's a conversation without a community? We invite you to join 𝗟𝗨𝗫𝗨𝗥𝗬 𝗜𝗡, our leading LinkedIn group brimming with thousands of professionals navigating the luxury landscape. Let's connect, converse, and perhaps even disagree. Join us at: https://lnkd.in/dnpU5Yqe So grab your monocle 🧐 and let's dive in! ✨ #BrandChronicles #BrandStrategy #StateOfBrand #LuxuryBrands #LuxuryMarketing #LuxuryLifestyleLegacy #CustomerExperience #Innovation #BusinessPerformance #BusinessExpansionArchitects #GrowthStrategy #ReputationManagement #InternationalExpansion #TeamAlignment #SustainabilityIntegration ⭐ At 𝗦𝗧𝗔𝗧𝗘 𝗢𝗙 𝗕𝗥𝗔𝗡𝗗, we specialize in accompanying #luxury, #lifestyle, and #legacy brands in enhancing their business performance and executing their strategies effectively. As a boutique agency, our purpose is to turn your brand's vision into tangible success: 𝘄𝘄𝘄.𝘀𝘁𝗮𝘁𝗲𝗼𝗳𝗯𝗿𝗮𝗻𝗱.𝗰𝗼𝗺

🌟 Exciting news: STATE OF BRAND is back in action! 🌟 We are thrilled to announce the reactivation of this boutique agency we founded over 10 years ago www.stateofbrand.com ✨ This is an important new step for us, Boris Janicek and the collective of Brand Expansion Architects gathered around him, as we aim to bring a solid expertise to help brands drive growth and impact. Our focus? The Luxury, Lifestyle, and Legacy (heritage-driven, long-term vision) sectors. Our approach? Built around five core services that deliver true GRITS, the resilience and determination to overcome challenges and achieve lasting results: Growth Planning, Reputation Management, International Expansion, Team Alignment, and Sustainability Integration... Thank you to everyone who’s supported this journey! If you're ready to take your brand to the next level, let’s connect and make it happen together 💪 #STATEOFBRAND #BusinessExpansionArchitects #GrowthAndImpact #BringYourGRITS