Marketing a moment won't create a lasting impression

Nir Wegrzyn

This article suggests that in order to turn consumers into vocal advocates, brands need to enable moments, rather than trying to become 'the moment', allowing consumers to create their own stories.

Marketing a moment won't create a lasting impression

Nir WegrzynBrandOpus

Continued volatility in consumer confidence levels in the UK means that consumers are still, understandably, cautious about investing too much money in big purchases. Instead they prefer to indulge themselves in more affordable, but still significant, premium treats, or 'moments'.

Luxury brands in particular can play a part in this concept of 'relative luxury'. However, it's important for them to fully understand their role within it. Some are already responding by encouraging consumers to create 'moments' and 'experiences' using their products. This has produced the knock-on effect of providing...

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